Book, Line & Sinker
The New Rules of Green
Marketing
By Jacquelyn Ottman
Confused on how to differentiate in the green
marketplace? You’re not the only one. Jacquelyn
A. Ottman, a leading voice and renowned
consultant in the field, gives readers valuable
insight and 20 new rules on how to brand their
products as sustainable. Experts say “Jacquelyn
doesn’t just have her finger on the pulse of
green marketing, she is the pulse.” Ottman will
first convince you that sustainability is a crucial
value for the upcoming generations, and then
advise you on how to market appropriately.
Anyone interested in the topic, especially business
owners, should use this as a guide to navigate the
ubiquitous green sphere.
Marketing to the New Majority
Burgos and Mobolade analyze and describe
the postracial marketplace by looking at the
implications of the dramatic 2010 US Census
results, and provide practical guidelines for
how marketers can reach diverse consumer
populations. Their advice: go beyond race
and ethnicities to appeal to similarities. New
technologies and the rise of social media, along
with a dizzying array of media choices, allow
marketers to target affinity groups and interestbased communities more efficiently than ev
By David Burgos and Ola
Mobolade
Advertising by Design
The On-Demand Brand
This is the second edition of Landa’s book, subtitled
“Generating and Designing Creative Ideas
Across Media.” Greatly expanded, it aims to be
the definitive text on creative concept generation
and designing for advertising and marketing.
The approach to generating and designing
creative integrated media advertising for brands,
organizations and causes encompasses brandbuilding through engagement, community
building, added value and entertainment.
Call it the digital generation. The iPhone-toting,
Facebookhopping, Twitter-tapping, I-want-whatI-want, how-I-wantit generation. By whatever
name, marketers are discovering that connecting
with today’s elusive, ad-resistant consumer
means saying goodbye to ‘new media’, and
hello ‘now media’. Featuring exclusive insights
and inspiration from today’s top marketers as
well as lessons from some of the world’s most
successful digital marketing initiatives, this eyeopening book reveals how readers can deliver the
kind of blockbuster experiences that 21st century
consumers demand.
By Rick Mathieson
By Robin Landa
Tell to Win
By Peter Guber
Insidious Competition
There’s a reason why Tell to Win has been a bestseller since it was published on March 1st. He’s the
chairman and CEO of Mandalay Entertainment,
and a veteran producer of films that have earned
over $3 billion worldwide and racked up more
than 50 Academy Award Nominations - including
his latest project, The Kids Are All Right. With box
office hits including The Co