The Long Tail

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Bernard L. Schwartz

Whether he's leading a company or leading the call for a better nation, storied New York businessman and philanthropist Bernard Schwartz believes in the power of optimism. Bernard Schwartz has dined with world leaders, cut a multi billion-dollar deal on the back of a napkin, and led a Fortune 200 corporation. From humble beginnings that saw his family moving regularly from apartment to apartment to take advantage of new lease discounts to his dramatic rise to CEO of a major aerospace innovator, the author's story is a narrative on the importance of character, intelligence, and a lot of good luck. In a time when stories about corrupt CEOs and unethical banking practices flood the news, Schwartz offers the notion that doing the right thing is a more rewarding road to accomplishment, and that when applied for immoral purposes even the sharpest skills will likely lead to a fall. As Americans today await the return of economic stability and politicians wage battle over the future of government programs, opportunity seems out of reach. But Schwartz, who grew up in Depression-era Brooklyn, believes that there are steps we can take as a nation to bring about a recovery and even growth. As a child, he watched men dress for work each day whether they held a job or not. He remembers the widespread deprivation that filled everyday scenes and the streets with breadlines. But he also recalls a hopeful people; a citizenry united in the pursuit of education, homeownership, proprietorship, and community improvement. Today, he champions investments in job creation, infrastructure, technology, and innovation as the means to get us back on track. With measured insight on the role the federal government can play in creating pathways to prosperity, the author discusses how the United States can again be a land of opportunity for all. In this inspiring example of a life well lived, Bernard Schwartz invites readers to look at their own opportunities, their own ideas, and even their fellow Americans and Just Say Yes.

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Larry Weber

An updated and expanded Second Edition of the popular guide to social media for the business community Marketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter-ing, social media on the Internet is the most promising new way to reach customers. Marketing to the Social Web, Second Edition helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows you how to apply them to see immediate results and growth. Rather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. in Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media. In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future. Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment. Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation's largest interactive advocate association.

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J. Michael Gospe, Jr

The Marketing High Ground is about three things and how to do them well: building and evaluating personas, positioning statements, and messaging. Packed with advice, templates, and techniques this playbook is a valuable resource that guides marketers to improve their go-to-market programs and drive revenue. Focuses on how to build and execute more effective integrated marketing campaigns. Illustrates the path to the high ground through three key steps: 1) creating a targeted persona as a reflection of a real target market, 2) drafting compelling positioning statements that are truly unique when compared against competitive alternatives, and 3) telling your story through a well-honed set of relevant messages guaranteed to engage the persona and not waste their time. Shows you how to get in tune with your customers' buying process, with examples, descriptions, and a prescription for success.

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Greg Holden

So you want to own your own business, be your own boss, set your own hours, and make real money. If you're comfortable with computers and have a marketable idea, service, or product, this guide will help you become an ontrepreneur (online entrepreneur). It covers everything you need to know to set up shop in cyberspace. You'll find out about using established storefronts as a shortcut (sort of like setting up shop in a huge, established cybermall) or building your own Web site from scratch. You'll explore: Doing research, defining your niche and target market, and putting it together in a practical business plan Getting the hardware and software you'll need to get going Creating your own Web site with good organization, useful content, and eye-catching design, including ten must-have features and info on clip art and photos Selecting a Web hosting service (with info on free Web site homesteading) Setting up for handling business online, including building in security, accepting charge cards, creating shopping carts, and more Managing your goods and services, including sourcing goods, handling returns, adding shipping fees, and maintaining inventory Taking advantage of successful online business models, including storefronts such as Amazon.com, Yahoo!, CafePress, PayPal, or Microsoft that already have all the tools and systems, plus great traffic Running a business on eBay Marketing your business and the secrets to search engine success Keeping good business records and staying on the right side of the law, including everything from trademarks , copyrights, and licensing to taxes, with info on accounting tools and software Written by e-biz whiz Greg Holden, Starting an Online Business For Dummies, Fourth Edition has all kinds of case studies of successful cyber businesses, including a woman who sells her own insect repellent, a mapmaker, a housewife who sells sweetener and coffee on eBay, a sculptor and painter, and more. Packed with inspiration and information, it includes: Lots of Web sites that will give you good ideas A companion Web site that includes an online directory of Internet business resources A list of legal and business requirements Get going, and build a booming business right at home. The only people you'll have to take orders from are customers, and those are the kind of orders you'll like!