Cause for Concern Results-Oriented Cause Marketing by Stephen M. Adler ISBN-10: 0324311303 ISBN-13: 9780324311303 $27.95 Hardcover In this insightful book, a noted authority expertly describes how cause marketing works, why it makes sense for businesses, and how to make a profit using cause marketing. He also includes in-depth discussions on ethical issues and considerations of cause marketing. Drawing from years of experience, Stephen Adler offers thorough treatment of the ins and outs of cause marketing, speaking not only to business concerns but also to broader social and economic themes.

The Marketer's Guide to Public Relations in the 21st Century by Thomas L. Harris & Patricia T. Whalen Foreword by Philip Kotler ISBN-10: 0324312105 ISBN-13: 9780324312102 $39.95 Hardcover The phenomenal marketing success of such diverse products as Apple's iPod, the Harry Potter books, the Toyota Prius, and Viagra had one thing in common: they were all driven by public relations. As traditional advertising loses its effectiveness, marketers are turning to marketing public relations to create excitement in the marketplace. This powerful new book delivers the tools to help marketing executives design successful strategies and tactics that maximize awareness, communicate product benefits dramatically, and motivate consumers and business-to-business customers to act. The White Paper Marketing Handbook How to Generate More Leads and Sales with White Papers, Special Reports, Booklets, and CDs by Robert W. Bly ISBN-10: 0324300824 ISBN-13: 9780324300826 $39.95 Hardcover As consumers become more resistant to direct sales appeals, white papers--promotional pieces in the guise of informational articles or reports--are increasingly alluring. 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.