Review of Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns (Paperback)

Steve O'Keefe's first book, Publicity on the Internet, changed the way people in public relations and marketing, particularly those in the publishing industry, publicized and promoted books, companies, products, services and other endeavors on the World Wide Web.For the first time, someone had outlined -- in great detail and with remarkable candor -- what we had to do to take advantage of the Internet's innumerable opportunities for getting "talked about" in cyberspace and, by extension, in our offices, living rooms and places of play.In his new book, Complete Guide to Internet Publicity -- a complete overhaul of his earlier work -- Steve goes several steps further and makes the art of Internet publicity almost a no-brainer for professionals and non-professionals alike.With a host of specific case examples, he tells us how to harness the power of online news rooms, discussion groups, newsletters, chat tours, online seminars, contests and what he calls "syndication" (a great concept unto itself) to develop positive publicity far beyond what most of us could achieve or afford with traditional public relations or direct mail marketing, as important and impressive as these approaches can be in certain circumstances.But the book is far more than a collection of tactics.Most important, it is salted with expert advice and counsel on how to use the Internet wisely.Steve is a practitioner of what he describes, but he is also a teacher who cares about the values of his readers.He wants us to succeed credibly and accountably with our publicity initiatives, not at all costs.Philosophically, he reverses the old maxim, "the end justifies the means."Like Camus, he thinks "the means justify the end."Still and all, the book is a wonderfully practical primer that helps us to concentrate on creativity and substance in generating the kind of publicity that we only dreamed of a few years back.The book is also well-organized, well-written and well-edited, three qualities that make it not only easy to read, but easy to grasp and easy to translate into action. If there is a "best" book on Internet publicity, this has to be the choice hands down.

Product Description
Strategies for grabbing-and holding-an audience's attention online
The definitive resource for PR and marketing professionals, this sequel to Steve O'Keefe's best-selling classic Publicity on the Internet (0-471-16175-6) provides detailed, how-to instructions on planning, designing, implementing, troubleshooting, and measuring the results of online campaigns. Throughout the book, the author enlivens his coverage with inspiring and instructive vignettes and case studies of successful campaigns. Steve O'Keefe covers everything the reader will need to get up to speed on search engine optimization, newsletters, news rooms, e-mail marketing, e-mail merge software, syndication and affiliate programs, and building in-house publicity operations.
Companion Web site features customizable Word and HTML templates, weekly live discussions groups, and valuable resource listings.

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Review of Branding in Asia: The Creation, Development, and Management of Asian Brands for the Global Market (Paperback)

My expectations were mainly about redressing the balance on geographical origins of brand case studies. Our literature suffers from being far too US centric. This imbalance is unfortunate for several reasons including: - living in the US for the last 2 years has taught me how atypical the USconsumer is of any other I have met in 25 countries that I have worked-from the oldest brand models (which assumed brands were advertising led) tothe newest ebrand models, there's huge share of voice reflectingtheculture of corporate America and the case theories of its business schools.These powerful systems shouldn't be unquestioningly exported as being defacto paradigms for local organisational excellence or social value.

Myexpectations were exceeded because this book - unlike most on the brandwhich start with chapters on advertising and marketing communications -opens up from the very beginning on the leadership importance of branding.Here we are on pages 1-2: "Strong brands endure many challenges. This isbecoming increasingly relevant in an era of unprecedented change, upheavaland uncertainty. This change is strategic, unlike the incremental change ofmore predictable times, and therefore requires a strategic response. Brandbuilding is exactly such a response. If successful, it can be the strongestweapon in a company's armory and the best guarantee of corporate survival.The challenge that lies ahead is that of change management.

And by page4, we're invited to join in a cataloguing of worldwide changes tomarketing: -the breakdown of market boundaries -globalization and thedevelopment of global brands -increasing market fragmentation -productdiversity and shorter life cycles -greater customer sophistication -digitalbusiness -economic instability and market volatility

So this book flies,and yet at the same time when you read it you will continually pick upuseful advice whether your brain is looking for practical or academicstimulation. For example, the book closes with an appendix of veryworthwhile brand exercises, and it resonates with case studies, 24 in all.Each case study ends with a summary of that brand's strengths.

This bookwill be good for you whether this is the first one you read on branding, oras in my case the twenty first, including two of my own. For example, Ilearnt a lot from Temporal's consistently strong advice on brand values andthe way they shape corporate personality on its outside and inside.

Product Description
"Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian environment. A diverse collection of Asian caselets should convince us that the 21st century will see the emergence of more Asian regional and global megabrands." Professor John A Quelch Dean London Business School "Branding in Asia addresses an unusual situation in Asia - how is it that a region which has such high brand appreciation, produces few international brands of its own? The author's analysis of actual case studies, ranging from powerful global brands to local companies, illustrates his points clearly. This, coupled with a sensitive understanding of the cultural differences in the region makes it an excellent reference for everyone working with brands." Felix Herrnberger President BMW Asia Pte Ltd "Paul Temporal succinctly dissects the often mystical qualities that make up a successful brand. Too often Western insights, models and case studies are applied arbitrarily across the globe, it is so refreshing to see branding tackled from a purely Asian perspective. An invaluable reference book and eminently readable, the step-by-step style and volume of relevant cases and examples makes this a must have for any manager in Asia looking to embark on creating his own regional or global brand." Ray Dempsey Area manager McCann-Erickson South East Asia

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Review of The AdSense Code: What Google Never Told You About Making Money with AdSense (Paperback)

I wrote a detailed criticism/ critique of this book, but it didn't get published...??? So here's my concise re-review: The authour spends far too much time plugging his own web sites and software than giving deep suggestions and information. This book may be ok for novices w/ AdSense: a few good tidbits here and there, but frankly, you can get far better, far more reliable and far more UNBIASED information from Google's AdSense homepage and the myriad blogs etc. on AdSense. I'm very suprised that the overall feedback for this book was as high as it is! Save yourself the money, go to the source at Google directly.

Product Description
Hidden on the Internet, scattered among billions of Web pages, are the clues to an incredible secret. For those who know the secret, the result is untold wealth. Each month, a small group of people - an elite club who have uncovered the mysteries of The AdSense Code- put their knowledge to use and receive checks for tens of thousands of dollars from Google. And untold numbers of additional site owners are regularly generating supplemental income via AdSense while they play, sleep and eat. The AdSense Code is concise and very focused on the objective of revealing the proven online strategies to creating passive income with Google AdSense. The AdSense Code reveals hands-on solutions to many of the concerns and challenges faced by content publishers in their quest to attract targeted traffic, improve content relevance and increase responsiveness to AdSense ads - using easy and legitimate techniques that have worked for those who know the secrets. Google AdSense expert, Joel Comm, provides you with the keys you need to "crack" The AdSense Code and unlock the secrets to making money online.

About the Author
Joel Comm is an Internet entrepreneur who has been online for 20 years. In 1995, Joel launched WorldVillage.com, a family-friendly portal to the web which enjoys thousands of visitors each day. In 1997, him and his partner created ClassicGames.com, which was acquired by Yahoo!, and now goes by the name Yahoo! Games. Since then, his company has launched over a dozen web sites, including the popular bargain-hunting shopping site, DealofDay.com, SafetySurf.com and FamilyFirst.com. Joel Comm is the author of several best-selling ebooks that show people how to make money online, and regularly speaks and teaches at conferences, seminars and workshops. Joel is the host and executive producer of The Next Internet Millionaire, the world's first competitive Internet reality show.

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