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Selected book recommendations from previous months
Marketing Aesthetics
by Berend Schmitt and Alex Simonson
Give this book to your boss or client if they don't understand the value of creating
a unique and consistently-applied corporate identity. This book puts a dollars and cents value on the importance of projecting an appropriate image.
On Book Design
by Richard Hendel
If you're at all interested in design, read this book. It's an underground classic that has lessons for anyone involved in graphic design, whether or not they ever design a book. It offers a
great review of the basics plus an "over the shoulder" look at a professional designer at work...in addition to interviews with other book designers. Fonts and Logotypes
by Doyald Young
This meticulously-produced coffee-table-sized book answers the
question: "Where do logos come from?" It describes the process by which standard characters from a font can be modified to create a logo which projects exactly the right image for a firm or organization. Designing Web Usability
by Jakob Nielsen
This book details the numerous ways web site design and navigation can either enhance or impede your visitor's ability to understand your message.
by Robert Bringhurst
This classic volume continues to please. It simplifies one of the most complex topics and presents detailed information in a friendly manner.
Available in both paperback and hardbound: I recommend the hardbound because it's a book you'll constantly refer back to and read with pleasure.Permission Marketing
by Seth Godin
Who says marketing theory has to be hard to read? This slim, readable book is the perfect vacation companion. It does the best job yet of differentiating intrusive,
"old style" marketing from web-based relationship marketing. Godin emphasizes the importance of using e-mail to reinforce your web site.
Poor Richard's Guide to E-Mail Marketing
by Peter Kent
This book details the steps necessary to promote your business using e-mail alerts and newsletters. It describes in great detail the ins and outs of
various software services as well as outlines techniques for writing effective e-mail communications
E-Mail Marketing
By Jim Sterne, et al.
This book focuses less on the specifics and more on the underlying
theories and philosophies of using e-mail to reinforce your web site. An excellent companion volume to the above guide.
Why We Buy: The Science of Shopping
by Paco Underhill
This book should be considered required reading by retailing. It reminds me of many of the things I've done right--and wrong--in my previous
incarnations as advertising managers of several retail stores.
Philip and Alex's Guide to Web Publishing
by Philip Greenspun
This is the first attempt to combine
high-level web marketing and technology content with coffee-table quality photographs. In between the beautiful photographs, you'll find some of the most insightful writing about web marketing and design ever written.
Speak and Grow Rich
By Dottie and Lily Walters
Although the title might imply a glib approach, this volume has lots to teach anyone involved in consulting, training or other opportunities where in
person communication skills are important. Great reading.
Getting it Printed
by Mark Beach, et al
Required reading for anyone who prepares desktop published files
for service bureaus or commercial printers. This widely-respected text describes the numerous printing options available today and how to prepare files to take best advantage of them.Web Site Usability: A Designer's Guide
by Jared Spool, et al
This slim volume describes numerous ways that you can make your web site easy to navigate--unlike the sites of several Fortune 500's
corporatations whose web sites are frustratingly difficult to locate information.Type in Use
by Alex White
This book should be required reading for anyone desktop publisher or graphic
designer. The book is short on words, long on well-captioned illustrations. One thing that sets this book apart is the way that illustrations of printed pages are cropped to focus attention on the relevant parts of the photograph.
Roger C. Parker's NewEntrepreneur.com
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Phone: 603-742-9673
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E-mail: Roger@NewEntrepreneur.com
Entire contents Copyright 2000 Roger C. Parker
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