Business-to-Business Marketing Research
Martin Block
$49.95. 6 x 9. 280 pp. Hardcover. Fall, 2003.

B2B buying decisions are usually different than consumer decisions. The players are more numerous, their motives are different, and the decision itself is usually more complex. Knowing the real decision makers and knowing their real needs and motives spells the difference between success and failure. That means that the right information is critical.

The author, one of the leading marketing and media researchers in the world, shows how to use all of the quantitative and qualitative techniques for building the marketing programs that will best identify and meet customers' needs.

Data-Driven Business Models
Alan Weber/Merlin Spencer
300 pp. 6 x 9. $59.95. Hardcover. Fall, 2003.

Your business model defines how you conduct your business. It defines your capabilities, your strengths, and your weaknesses. Business models should be on information about customers' needs and wants, buying behavior and characteristics. But many aren't. The authors, veteran direct marketers, show how to build the systems that will give you the best information possible and how to interpret and use that information to choose (or adjust) your business model to reflect your kind of business and to serve your customers' more profitably.

Customer-Managed Relationships
Tracy Emerick
$34.95. 6 x 9. 240 pp. Hardcover. Spring 2004.

Customers, not marketers, own the relationship between buyer and seller. And today's smart marketers and sellers not only understand this change but are profiting from it. They are creating environments and approaches that enhance the bond with those customers and make it easy to do business. The author, a veteran marketer, provides the formulas and techniques for determining the ROI of different kinds of customers, identifying customers' "hot buttons," and building the organization that will appeal to a marketer's most profitable customers and prospects.

Successful Insurance Direct Marketing Methods
Don Jackson/Gary Kaufman
$79.95. 320 pp. Hardcover, Spring, 2004.

Direct marketing has long been one of the most important and profitable ways to sell and market insurance and finance service products. The authors, leading direct marketers in the insurance industry, reveal all the strategies and tactics for creating satisfied customers and profitable programs.