RICHARDbSCOTT

iResources - Recommended Books, Articles, Tools

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Books

Sales and Marketing

Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers
by Geoffrey A. Moore

  • Paperback 256 pages (31 December, 2002)
  • Publisher: Collins
  • ISBN-10: 0060517123
  • ISBN-13: 978-0060517120

A classic. Makes the case that high- tech products require marketing and selling strategies that differ from those in other industries.

The Chasm Companion: A Field Guide to Crossing the Chasm and Inside the Tornado
by Paul Wiefels

  • Paperback 323 pages (20 December 2002)
  • Publisher: Capstone Publishing Ltd
  • ISBN-10: 1841124680
  • ISBN-13: 978-1841124681
If Moore’s ‘Crossing the Chasm’ was the all time technology marketing classic (which I think it is) then  ‘The Chasm Companion’ is a more distilled, battle-proven and applied version of it.The book is built around three simple concepts:
  1. How technology markets develop
  2. How to develop your marketing strategy
  3. How to put together your go-to-market programme for different points in the lifecycle
This isn’t just a discussion of generic strategies and models but also a presentation of customisable frameworks and tools that can support implementation and execution. It could be a bit shorter and more focused, but it certainly has my vote.

Hope is Not a Strategy: The 6 Keys to Winning the Complex Sale
by Rick Page

  • Paperback 178 pages (May 2003)
  • Publisher: McGraw Hill
  • ISBN: 0071418717

A synthesis of best practices from the areas of consultative, competitive, and team selling into a simple, effective process for winning sales. One of my favourites!

Go-To-Market Strategy: Advanced Techniques and Tools for Selling More Products to More Customers More Profitably
by Lawrence Friedman

  • Hardback 312 pages (18 July 2002)
  • Publisher: Butterworth-Heinemann
  • ISBN-10: 0750674601
  • ISBN-13: 978-0750674607

I am continuously on the lookout for a book that focuses on helping early-stage technology companies expand into Europe; or for that matter simply expand into new geographic markets. This isn’t it! (Not that I’ve found the aforementioned mythical manual anywhere else either – for now it simply doesn’t exist – maybe I’ll just have to write it myself!)

But for many expanding technology companies, VARs and/or distributors will be part of the marketing mix. For these firms this book is a useful tool.

Many of those American firms who have decided to use direct sales in their domestic market find that Europe presents a different kind of opportunity. Although Europe may provide significant incremental revenue opportunities for relatively little additional cost, language barriers can still present a challenge best overcome by more local representation. For other firms, even if language is not an issue, VARs who sell complementary products are a natural choice.

Friedman had a hit with his previous book, ‘The Channel Advantage’. But as is often the case with books, unlike films, the sequel is often better than the original.

Strategy and Management

Contemporary Strategy Analysis
by Robert M. Grant

  • Paperback 496 pages (6th Ed., 19 April 2007)
  • Publisher: Blackwell Publishing
  • ISBN-10: 1405163097
  • ISBN-13: 978-1405163095

Admitedlly somewhat academic in its approach, this is still the MBA 'Bible' on both sides of the Atlantic - refreshingly free of managment fads, it offers a sound, rigorous approach to growing a business.

Now in its 6th edition the guiding principle of the book is to focus upon the fundamental determinants of business success and provides a broad range of tools and techniques.

Intellectual Property
by David I. Bainbridge

  • Paperback 838 pages (6th Ed., 25 August 2006)
  • Publisher: Longman
  • ISBN-10: 140580159X
  • ISBN-13: 978-1405801591

Very good explanation of intellectual property from an English and European perspective, although it also covers major decisions made in the US.

Has been deservedly praised for its review of software intellectual property. It is clearly written and is a great IP primer.

Financial Management for Non-Specialists
by Peter Atrill

  • Paperback 504 pages (November 2002)
  • Publisher: FT Prentice Hall
  • ISBN: 0273657496

Focuses on the practical application of financial management and its role in decision-making.

Corporate Venturing: Creating New Businesses Within the Firm
by Zena Block, Ian MacMillan

  • Paperback 384 pages (September 1995)
  • Publisher: Harvard Business School Press
  • ISBN: 0875846416

Including practical advice for managers and internal corporate entrepreneurs on how to develop the skills and practices essential to venturing success, this text provides guidance to new corporate initiatives and shows how to identify business opportunities.

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Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant
by W.Chan Kim & Mauborgne

  • Paperback 256 Pages (1 Jan, 2005)
  • Publisher: Harvard Business School Press
  • ISBN-10: 1591396190
  • ISBN-13: 978-1591396192

For early stage, innovative firms this is a far more appropriate alternative to Porter’s ‘Competitive Advantage’ strategy.

Is your firm creating or leveraging a disruptive technology? Does your go-to-market plan reflect and leverage your innovative product or service? For Kim and Mauborgne the success of a new offering depends entirely on aligning the firm’s sales, marketing and processes with the particular innovation – otherwise the firm that does successfully implement such an alignment will eat your lunch.

Their whole ‘Value Innovation’ proposition certainly has its limitations - especially when you are actually faced with the real-world problems of implementation - but overall the book does provide a perspective that is fresh.

Business-to-Business Marketing: Strategies and Implementation
by Daniel Michel, Peter Naude

  • Paperback 496 pages (October 4, 2002)
  • Publisher: Palgrave Macmillan
  • ISBN: 033392195X

Offers a European perspective on managing business-to-business markets, as an alternative to the traditional American view. The text has a strong practical focus but is based on solid theoretical foundations.

Brit-Think, Ameri-Think: A Transatlantic Survival Guide
by Jane Walmsley

  • Paperback 160 pages (26 June, 2003)
  • Publisher: Penguin Books Ltd
  • ISBN-10: 0142001341
  • ISBN-13: 978-0142001349

On a lighter note, an entertaining and funny comparison of British and American culture. Updated irregularly over the past 20 years.

Technology Management

Project Management
by Harvey Maylor

  • Paperback 416 pages (July 2002)
  • Publisher: FT Prentice Hall
  • ISBN: 0273655418

Explains successful project management through a comprehensive description of context, frameworks and methodologies. Also introduces 'critical chain' project management.

Software Project Survival Guide
by Steve McConnell

  • Paperback 250 pages (October 1997)
  • Publisher: Microsoft Press International
  • ISBN: 1572316217

Almost every McConnell book has become a well-deserved classic. "for everyone with a stake in the outcome of a development project."

Debugging The Development Process
by Steve Maguire

  • Paperback 183 pages (August 25, 1994)
  • Publisher: Microsoft Press International
  • ISBN: 1556156502

Author of "The Mythical Man-Month", Maguire here delivers "practical strategies for staying focused, hitting ship dates and building solid teams".

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