Books about Paramount from Amazon.com

By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of the nation's assets. The generation's front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you:

-- Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers.

-- Select the right advertising media to achieve your marketing goals

-- LOHAS: a new lifestyle segment that's changing everything

-- How to plan and organize "bandwagon" Boomer events and promotions

-- Exceptional opportunities for reaching Boomers through the Internet.

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Price: $22.00 [Notify me when price goes down.]

The elements of style: a style guide for writers - the original 1918 text from William Strunk..
Price: $8.06 [Notify me when price goes down.]

No matter how good a marketer you are, it is easy to slide into behaviors that ultimately make your marketing less effective Chris Wirthwein has identified the seven most common mistakes made by marketers of technical and scientific products and he explains how to avoid them. With wit and passion, he helps you learn how to overcome the mistakes of marketers of technical and scientific products and how you can learn from these mistakes no matter what kind of product or service you are offering. You learn how to avoid the mistakes and get on with efficient marketing and advertising. The seven mistakes?

1. Talking "Needs" Instead of "Wants"
2. Falling in Love With your Product Instead of Your Customer
3. Believing that Marketing is a Science or an Art
4. Trying to Please Everyone
5. Forgetting that People Forget
6. Believing Your Price is Too High--Without Proof
7. Believing Your Must Sell Your Product on an Economic Basis

Wirthwein's 20+ years of experience with marketing and selling technical and scientific products at his agency 5MetaCom translates into easily understood principles that will help you become and remain a better marketer.
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Price: $22.50 [Notify me when price goes down.]

Moderating to the Max provides you with detailed instructions for more than 20 techniques that will deepen focus group findings and bring life to a fading group. From perceptual mapping to personification, you will never again have to guess whether the technique is the right one for the occasion. This guide will enhance and broaden the work of moderators who already have a good foundation. With myriad examples and illustrations, the book's emphasis is on "play" and how fun exercises can inspire focus group respondents to reveal deeper motivations..
Price: $30.00 [Notify me when price goes down.]

Isabel Valdés' newest take on acculturation focuses on the challenges and opportunities her powerful segmentation techniques uncover.

One of PMP's best-selling authors, Isabel Valdés forthcoming book will feature completely new analysis of Latino segments, based on how long Latinos have lived in the U.S. culture. These new segments provide an excellent understanding not just of acculturation, but of how the length of time in country affects the way companies should position their products for Latinos. These descriptions will help you quantify and differentiate among people who are recent arrivals in the U.S., those who are third generation and beyond, and those who are second generation. In reality, a huge share of the Latino population was born in the United States and the majority of babies born today in the U.S. have Latino parents.

Hispanic Purchasing Power The huge economic clout and buying power wielded by Hispanics today, as well as its projected growth, should entice businesses to increase their spending on Hispanic marketing and new business development.

The Selig Center for Economic Growth at the University of Georgia estimates that U.S. Hispanic purchasing power increased dramatically during the 1990s and has continued to rise into the 21st century, from $212 billion in 1990 to $736 billion in 2005, a 347 percent increase over the 15 year period.

Buying power is defined as the total personal (after-tax) income that consumers have to spend on goods and services, or disposable personal income. By 2010, Jeffrey Humphrey, director of the Selig Center, projects Hispanic buying power will top $1 trillion. By 2050, some estimates place the value of Hispanic consumer marketplace between $2.5 and $3.6 trillion.

The Insights You Need With exciting new case studies and a focus on grassroots marketing and the internet, Ms. Valdés gives you the data and analysis you need to move your Latino marketing to the next level..
Price: $44.95 [Notify me when price goes down.]

A Clear Eye for Branding uses a conversational mode to help you understand how customers bring their own meaning to your brand and how the brand must constantly meet the customers' expectations in order to stay in its prime. You will see branding in new, clear ways with a renewed energy to put everyone in your organization from top to bottom, on the same path to supporting the brand..
Price: $14.75 [Notify me when price goes down.]

Pulled from the hit film that made a hero out of a tetherball-loving guy with glasses and stellar dance moves, the words, phrases, and speeches in Napoleon Dynamite: The Complete Quote Book capture the hilarious dialogue that worked its way into the hearts and mouths of millions of fans. Quirky, comical, and yet somehow perfect for any situation, the lines included here are sure to inspire exasperated sighs, bizarre conversations, and awkward exchanges in homes, high schools, and workplaces across the country. Sweet..
Price: $0.94 [Notify me when price goes down.]

Today's moms are not the ones you thought you knew!

Did you know that 32 percent of Gen-X moms have tattoos? This is just one of the fun and useful facts you'll find in this new book from the authors of The Great Tween Buying Machine

From their tattoos to their heavy reliance on the web for information, to their active partnering with their kids, moms today have changed. They aren't the moms you thought you knew. You'll learn how the new relationship between moms and kids affects purchase decisions and how to capture this new market. The days of manufacturing a good kid-focused product and putting some TV advertising behind are growing shorter, but after reading this book, you'll know how to handle this new environment.

Full of illustrations and facts to help you develop new products for the Super Consumer. You will learn:

-- The definition of the Four-Eyed, Four-Legged Consumer (4i4l).

-- How and why parenting has changed.

-- The life stages of the Super Consumer.

-- The motivations of kids and moms as consumers.

-- How the super consumer makes purchase decisions.

-- The size of the 4i4l market.

-- How the kid part of the 4i4l consumer thinks.

-- How to gather insights about the super consumer.

-- Media use by the super consumer, both kids and moms.

-- How to create effective advertising and products for the super consumer..
Price: $27.95 [Notify me when price goes down.]

At last––in-depth, qualitative insights paint an eye-opening picture of Black culture and the Black lifestyle and how to connect your products and services with Black consumers. What's Black About It?presents historical, psychological and cultural influences that delve far deeper into the Black experience than the demographics which are at the heart of other ethnic marketing books and market research reports. Now you will be able to break through stereotypes to better understand and relate to African-American consumers. Numerous sidebars give examples of successful marketing campaigns that speak directly to African-Americans, a market representing more than $700 billion in purchasing power. You will learn why race is important in marketing, how African-Americans view their place in the U.S., and why all-Black casts in advertisements appeal to both Blacks and whites. Learn more about the influence of Blacks in the U.S. market and the importance of getting your product adopted by Black trendsetters. Other ethnic marketing books may include a general chapter or two about Blacks. What's Black About It?, written by two veteran researchers focuses on African-American consumers and engages you with frank talk, pop-culture sidebars, and case studies. Included is an extensive listing of experts, advertising agencies, pr companies, and media that specialize in the African-American market as well as a listing of important websites for African-Americans..
Price: $18.58 [Notify me when price goes down.]

With their growing strength in numbers, Hispanics are the hottest target market in the United States, but there is a lot companies need to learn to reach the hearts and minds of this ethnic group.

Marketing to American Latinos: A Guide to the In-Culture Approach, Part II, by M. Isabel Valdés picks up where Part I left off. Ms.Valdés uses data from the ACNielsen Hispanic Homescan Panel to analyze spending patterns of Hispanics as they move from Spanish-preferred to English-preferred in the acculturation process. The book examines Hispanic spending on many food products in detail, as well as analyzing where Hispanics spend their retail dollars.

In addition, Ms. Valdés shares four different ways of segmenting the Hispanic market. With the benefit of Census 2000 data, the second part of this series segments the Hispanic population based on age, acculturation and language, country of origin, and by generation. She says that companies may need to use one or more of these segmentations in order to properly target the appropriate segment of the Hispanic market.

Included in the book are many new case studies from a variety of different industries, a list of the 100 best websites for targeting Hispanics, and a formula for creating an integrated marketing communications strategy for this important market segment..
Price: $34.50 [Notify me when price goes down.]