The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition Review

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(More customer reviews)David's book integrates what he has learned as a corporate marketing strategist, and now teaches as a business speaker and seminar leader, into a practioner's guide for Marketing and PR in today's dynamic and competitive business conditions.
He emphasizes that while the most advanced technology cannot replace a fundamental and sound marketing plan and execution, the new age of web and wireless communication demands that marketing and PR people know and understand the latest tools and techniques.
The new rules of Marketing and PR, David points out, are especially beneficial for small businesses and organization, in that marketing staffs can now more easily select, focus, and reach their target markets in a more cost effective manner. Traditional mass media marketing and public relations activities have given way to a more advanced electronic and information technology based methods.
Throughout David's book, he introduces and explains by real case scenarios how the new marketing and PR tools can most effectively be used. Examples of the new techniques are detailed throughout his book and include:
*Social media
*Blogs
*Video/Audio Enhancements
*Podcasts
*Online PR & News Releases
*Internet & Search Engine Optimization (SEO)
David continually recommends and reinforces his central theme of leveraging online media and use of current technology to successfully achieve your marketing objectives--here are some examples:
Social Media & Target Marketing
Through social networking sites (e.g. Facebook, LinkedIn, Twitter, Wikipedia) and blogging, one can reach target markets and drive them via links to your website. People and see and share content and ideas, plus make recommendations to others on specific products and services.
Video & Audio Content
Advancements in video technology, especially small, powerful, and inexpensive video cameras, allow a marketing/PR person to be their own videographer and greatly enhance the content and features on a website. Target market customers can see and hear the best attributes and amenities of places they want to visit as they conduct their decision making process.
Search Engine Marketing & Optimization
This highly significant and powerful tool drives target customers to your website. Through ensuring and words and phrases on your website, blog, or other web links can be found by search engines, which brings already interested customers to your website and to your sales and marketing staff to be contacted, qualified, and potentially closed for a sale. Search engine advertising is another tool by which a marketer purchases words and phrases that appear prominently on a pay-per-click basis, whenever customers click the link to your website. I'm a little rusty on how to use social media in my marketing efforts as Vacation Rental Manager for the Village of Nashaquisset on Nantucket; I am confident David's recommendations will help immensely.

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Lessons in Service from Charlie Trotter Review

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(More customer reviews)My business career has been in the service industry, so I've read a lot of books about giving brilliant service - books full of fine phrases, but they don't show "who has to do what to whom" to make it happen. Ed Lawler's book really shows you how to make it happen.
Lawler evidently lives in the real world. He has got inside "Charlie Trotters restaurant" - one of the legends of good service way beyond Chicago. But this is not a "hymn of praise" sort of book, it's open about the problems, challenges and shortcomings as well.
His starting point is that good service is an accumulation of little things done right, and he goes right into what those little things are. Example: Chapter 5 Learning the Ropes shows how role play and feedback are far more effective than a service manual, how shadowing by a senior mentor actually works, how to use complaint and compliment letters in staff meetings. Chapter 6 has some great stuff on treating first time customers well and returning customers differently (because you know their preferences).
A unique feature of this book is the section on getting backroom staff to collaborate seamlessly with front of house people (page 128-141). The 12 point checklist on page 141 is a gem - applicable across the whole service industry.
A minor nitpick is that the quote from Dostoevsky appears twice, but aside from that, the book is excellent. I have never eaten in Trotters restaurant myself, but reading this book, I can practically taste the food and feel the atmosphere. I thoroughly recommend this book

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As winner of the James Beard Foundation's Outstanding Restaurant Award, Charlie Trotter and his service staff run what many consider to be America's finest restaurant. But it's not just about food in this renowned Chicago hot spot. It's about a subtle relationship between food, wine, ambiance, and service—a relationship Trotter has perfected by hiring passionate staff with the ability to surpass his incredibly high standards. In LESSONS IN SERVICE, journalist Edmund Lawler reveals the secrets behind Trotter's unequaled success and shows other businesses how to improve their levels of service. From unconventional motivational techniques, staff empowerment, and mentoring to role playing, preservice meetings, and an obsessive pursuit of excellence—Trotter leaves nothing to chance. The service is a nightly ballet that leaves guests feeling pampered, educated, and of course, wonderfully satisfied. Follow the advice of Charlie Trotter, and no matter what your business, your customers will keep coming back again and again.• Charlie Trotter's was nominated for the James Beard Foundation's 2001 Outstanding Service Award, and the restaurant received the Beard Foundation's Best Restaurant in America Award in 2000.• Charlie Trotter's books have sold over 300,000 copies.

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Management Lessons from Mayo Clinic: Inside One of the World's Most Admired Service Organizations Review

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(More customer reviews)An excellent book with practical principles that work and can be applied in any healthcare/service setting, large or small. I like to underline noteworthy thoughts as I read. My problem was that so much of the book was underlined when I finished. I then ordered 30 copies from Amazon to give to team members, plus have recommended this book to a number of others outside our health system.


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Management Lessons from Mayo Clinic reveals for the first time how this complex service organization fosters a culture that exceeds customer expectations and earns deep loyalty from both customers and employees. Service business authority Leonard Berry and Mayo Clinic marketing administrator Kent Seltman explain how the Clinic implements and maintains its strategy, adheres to its management system, executes its care model, and embraces new knowledge - invaluable lessons for managers and service providers of all industries.

Drs. Berry and Seltman had the rare opportunity to study Mayo Clinic's service culture and systems from the inside by conducting personal interviews with leaders, clinicians, staff, and patients, as well as observing hundreds of clinician-patient interactions. The result is a book about how the Clinic's business concept produces stellar clinical results, organizational efficiency, and interpersonal service.

By examining the operating principles that guide every management decision at this legendary healthcare institution, the authors

Demonstrate how a great service brand evolves from the core values that nourish and protect it
Extrapolate instructive business lessons that apply outside healthcare
Illustrate the benefits of pooling talent and encouraging teamwork
Relate historical events and perspectives to the present-day Mayo Clinic
Share inspiring stories from staff and patients

An innovative analysis of this exemplary institution, Management Lessons from Mayo Clinic presents a proven prescription for creating sustainable service excellence in any organization.

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