The White Paper Marketing Handbook or Managing Change

The White Paper Marketing Handbook

Author: Robert W Bly

As consumers become more resistant to direct sales appeals, white papers; promotional pieces in the guise of informational articles or reports; are increasingly alluring. And this exciting new book is the first to tell marketers across industry how to create effective white papers using a variety of media, all the while building successful marketing campaigns to create interest, generate leads, build relationships, and ultimately drive sales. Offering insight into the "Edu-Marketing" revolution, the book explains the dynamics of white paper marketing and why it works, equipping readers with the tools to create content, educate buyers, generate leads, and develop marketing plans using white papers; and measure the results. Packed with practical illustrations, the book includes more than a dozen cases from such industry heavyweights as IBM, Comfort Control, Home Depot, and Engineered Software. It also illustrates how white papers effectively fit into successful Integrated Marketing Communications efforts to speak with one voice, be where the prospect is, and help the prospect find you.

Table of Contents:

Ch. 1	The "edu-marketing" revolution	1
Ch. 2	What makes for an effective bait piece?	23
Ch. 3	Your white paper marketing plan	42
Ch. 4	Creating white paper content	62
Ch. 5	Writing your bait piece	73
Ch. 6	Graphics and production	94
Ch. 7	White paper alternatives	106
Ch. 8	Using direct mail, ads, and other lead-generating communications	145
Ch. 9	Edu-marketing online	172
Ch. 10	Measuring and improving your results	188
	Case study : Fortune Magazine and multiple premiums	194
	Case study : Money's starter kit	196
	Case study : Steve McIntyre, the MFA group	198
	Case study : commercial property services	199
	Case study : Hewlett-Packard oscilloscopes	201
	Case study : Canon workstation	202
	Case study : Tektronix free bright ideas book	204
	Case study : the million-dollar pool builder	205
	Case study : ghostwriting articles for trade journals	205

New interesting textbook: The Economic Structure of Intellectual Property Law or Learning Microsoft Office XP with CD ROM

Managing Change: Text and Cases

Author: Todd D Jick

Managing Change: Text and Cases, 2nd Edition, by Todd Jick and Maury Peiperl is a thoroughly revised version of a well-received volume on the scholarship of change in organizations. It is comprised of six modules that introduce common threads in the ensuing case studies and readings on organizational change. Of the 48 items in this book, 31 are new to this edition. The module introductions have been thoroughly revised; one modular introduction (Module 6, Continuous Change) is brand new.