Marketing Basics for Designers: A Sourcebook of Strategies and Ideas

Book Description

Business essentials and marketing strategies to help your firm survive and thrive . . .

As a design professional running your own small firm, you expect to wear many hats—designer, office manager, project manager—all in a day's work. But strategic marketer? No one prepared you for that! Marketing Basics for Designers is a long overdue resource for designers who need to become expert marketers fast. It provides solid practical advice on how to market your services, build your client base, and keep your customers coming back for more.

You'll learn how to establish your design niche and develop your own marketing plan to reach potential clients. You'll find techniques for networking and using your contacts with other professionals. And you'll find inside tips from 30 leading designers who have had to develop their own marketing methods to survive. Positively packed with all the details you need, Marketing Basics for Designers helps you ensure your firm's future success and shows you how to:

Increase your firm's visibility within your community
Use past successes to generate future business
Perform beyond your clients' expectations
Utilize a show home to market your talents
Establish competitive and appropriate prices
Work successfully with other professionals
And much more

If you are recently out on your own, planning to start your own practice, or already managing your own small firm, this is one of the most important books you will ever add to your professional library.

Marketing Basics for Designers

What makes running a small design practice so much more challenging than working for one of the big firms? You have to attract your own clients and keep them, you're working with limited resources and personnel, and once you finally pull yourself away from your drawing board to concentrate on marketing your services, where do you begin? You can't just sit there wondering why you didn't learn more about marketing in design school.

Here's a book to help you out. With a clear, no-nonsense approach, Jane D. Martin and Nancy Knoohuizen address the full range of marketing problems and solutions from the unique perspective of the small design firm. They understand that you often find yourself short of the time, money, and know-how it takes to advertise your services effectively. Drawing on their own experience as well as interviews with more than 30 successful designers, Martin and Knoohuizen show you how to overcome these limitations and develop an effective marketing campaign.

This incomparable guide will help you put together your marketing campaign, map out your strategy, and attract the attention of potential clients. Not everyone is a born salesperson, but Martin and Knoohuizen let you in on trade secrets that really work and offer suggestions that will help you feel more comfortable marketing yourself. You'll learn to build relationships by effective use of referrals and word of mouth. You'll master the subtleties of clinching the deal and discover how to keep your newfound clients coming back for more.

You'll also receive sound advice from those who have been there before you. Charles Gandy, B. J. Peterson, Mark Hampton, and Cheryl P. Duvall are among the illustrious designers who share their wisdom, tips, and recommendations. You'll find out how these major designers have coped with many of the same problems you face now, and you'll learn from their mistakes as well as their triumphs.

Whether you're just starting out in the design business, yearning to break free and become your own boss, or trying to create growth in an established firm, Marketing Basics for Designers helps you develop a successful marketing strategy based on your own needs, capabilities, and expectations.

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CROOKED SMILES: "PUNCH" ON VILLAINS (A PUNCH BOOK)
WILLIAM HEWISON (EDITOR)
Manufacturer: Grafton
ProductGroup: Book
Binding: Paperback
ASIN: B000OPTRWS

Customer Reviews:

A UNIQUE VIEW OF AN UNPARALLELED CITY.......2000-11-24

Venice, Italy, surely one of the most vaunted cities on our planet has again been exalted in this folio-size volume of unforgettable photographs.

The poet Byron remembered Venice as he stood on the Bridge of Sighs, "A palace and a prison on each hand." Another bard, Shelley, described it as "Ocean's nursling......A peopled labyrinth of walls, Amphitrite's destined halls."

More contemporaneous writers may link Venice with Harry's Bar, a watering hole for the wealthy, or perhaps with the legions of pigeons that shroud St. Mark's Square.

Now, German photo-designer Gunter Derleth captures Vicenza with unerring eye and unique vision in photos remarkable for their quality of light. This effect is achieved by the camera obscura, which is "basically a box with a very small hole in it.....Light comes through the hole and is placed directly onto the paper." The results in this volume are dreamlike, sometimes almost surreal but always beautiful.

Derleth opens with fog cloaked figures from Carnevale, the celebration that calls for Venetians to dress in elaborate costumes and masks. We find the facade of Florian's, a restaurant bordering St. Mark's Square recognizable by its battery of miniature tables and decorative chairs. Whether a view across the Grand Canal of the glorious island of San Giorgio Maggiore or a simple apartment building, each photo embraces both the beauty and mystery of Venice.

Brief accompanying texts are excised from the works of great writers who were entranced by the city. Each amplifies and underscores its partner photo.

Italophiles will relish this lush volume, and photography buffs admire Gunter Derleth's art.

Gail Cooke

Book Description

Why does shopping have such a powerful influence on our lives? As shoppers will attest, it provides a terrific balm for the soul. But shopping offers us an even greater bargain than that: as the public face of consumer society, it keeps the modern economy afloat, linking the family looking for jeans at Wal-Mart in California to factories in China and Bangladesh. As we push our wire carts around the supermarket or stroll through the mall, shopping provides a normal means of taking part in social life.

Accessible, smart, and expansive, Point of Purchase shows the incredible impact shopping has had on American life, stretching from the mid-19th century to today's shopping trends from the internet to Zagat guides. Unlike many social critics, Zukin does not condemn Americans for being so consumer-minded. Rather, she explores why shopping has become so central to our lives: the rise of consumer culture, the never-ending quest for better value, and shopping's ability to help us improve our social status and attain new social identities.

Point of Purchase presents shopping as the pursuit of the American dream, where low prices define our concept of democracy, brand names represent our search for a better life, and designer boutiques embody the promise of an ever-improving self.

Customer Reviews:

Gotta Go, There's a Sale at the Mall.......2005-08-28

In Point of Purchase, author Sharon Zukin explores why we shop and how it affects us, individually and as a society. She looks at the history of shopping, from a brief look at ancient Roman olive oil shops in Pompeii to a more elaborate history of department stores in New York. All that is interesting, but I found the sections on current shopping the most intriguing.

Zukin explores superstores and warehouse stores, then moves on to internet shopping. She discusses Amazon.com and eBay, even examining the merits of allowing customers to review the products for sale. It seems all reviews are good for sales, even negative reviews, since anything that keeps you on the site yields more sales.

One of the most gripping sections of Point of Purchase is the interview with a young Hispanic New Yorker who describes his venture into Tiffany's to buy his girlfriend an expensive gift. The interactions between him and the security guards, the sales clerks, the other customers, as well as the way he tells his story and the way the interviewer retells it are material for an entire article or book itself.

Tracing the history of American shopping.......2005-05-12

New in paperwork is an excellent social history, Sharon Zukin's Point Of Purchase: How Shopping Changed American Culture. Zukon is Broeklundian Professor of sociology at Brooklyn college and City University of New York: her background in cities and culture lends well to an analysis of shopping as the American dream ideal, tracing the history of American shopping from mid-19th century to modern shopping trends. A fascinating social history evolves.

Point of Purchase: How Shopping Changed American Culture.(Book Review): An article from: Journal of Cultural Geography

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Point of Purchase: How Shopping Changed American Culture.(Book Review): An article from: Journal of Cultural Geography
Ralph K. Allen
Manufacturer: JCG Press
ProductGroup: Book
Binding: Digital

Book Description

This digital document is an article from Journal of Cultural Geography, published by JCG Press on September 22, 2004. The length of the article is 610 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Point of Purchase: How Shopping Changed American Culture.(Book Review)
Author: Ralph K. Allen
Publication: Journal of Cultural Geography (Refereed)
Date: September 22, 2004
Publisher: JCG Press
Volume: 22 Issue: 1 Page: 169(3)

Article Type: Book Review

Distributed by Thomson Gale

Point of Purchase How Shopping Changed American Culture

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Point of Purchase How Shopping Changed American Culture
Sharon Zukin
Manufacturer: NY
ProductGroup: Book
Binding: Paperback
ASIN: B000N7EGKU

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POINT OF PURCHASE: HOW SHOPPING CHANGED AMERICAN CULTURE.
Sharon. Zukin
Manufacturer: Routledge,
ProductGroup: Book
Binding: Hardcover
ASIN: B000RRG9D8

Book Description

Whether you travel for business, pleasure, or a combination of the two, the ever-popular "Culture Shock!" series belongs in your backpack or briefcase. Get the nuts-and-bolts information you need to survive and thrive wherever you go. "Culture Shock!" country guides are easy-to-read, accurate, and entertaining crash courses in local customs and etiquette. "Culture Shock!" practical guides offer the inside information you need whether you're a student, a parent, a globetrotter, or a working traveler. "Culture Shock!" at your Door guides equip you for daily life in some of the world's most cosmopolitan cities. And "Culture Shock!" Success Secrets guides offer relevant, practical information with the real-life insights and cultural know-how that can make the difference between business success and failure.

Each "Culture Shock!" title is written by someone who's lived and worked in the country, and each book is packed with practical, accurate, and enjoyable information to help you find your way and feel at home.

Customer Reviews:

A Good Guide Book is Sufficient.......2000-10-28

Went to Hong Kong for the first time and wanted to do some background reading. If you're fairly familiar with world history and politics and some background on the fact that Hong Kong was a former British colony, I don't think this book offers any earthshattering insights. Furthermore, this book was poorly edited with grammar and punctuation errors.

If you're simply travelling for business, a good guide book will provide much of the same information. If you're trying to open a business or office, then you will likely need a more in-depth introduction than this book provides. In addition, the authors add several personal ancedotes, which I didn't find to be particularly insightful or instructive.

The bottom line is browse through this book in a bookstore first. I think you'll find that you can much of the same information by reading a good guide book or even talking to other colleagues who have travelled to Hong Kong.

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Turnbull Assaults Osaka-jo

Samurai Stories Galore

Outstanding

Tokugawa versus Toyotomi....

Osaka 1614-15: The Last Samurai Battle (Campaign)
Stephen Turnbull
Manufacturer: Osprey Publishing
ProductGroup: Book
Binding: Paperback

General | Asia | History | Subjects | Books
Japan | Asia | History | Subjects | Books
General | Military | History | Subjects | Books
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ASIN: 1841769606
Release Date: 2006-06-27

Book Description

In 1614, Osaka Castle was Japan's greatest fortification, measuring approximately 2 miles in length with double circuits of walls, 100 feet high. It was guarded by 100,000 samurai, loyal to their master: the head of the Toyotomi clan, Toyotomi Hideyori. The castle was seemingly impenetrable, however the ruling shogun of the age, Tokugawa Ieyasu, was determined to destroy this one last threat to his position as Japan's ultimate ruler. This book explores the complex background of this bitter struggle, as well as the battle experiences of the opposing forces, in a compelling exploration of the conflict that led to the eventual triumph of one dynasty over another.

Customer Reviews:

Turnbull Assaults Osaka-jo.......2006-11-17

Osaka 1615, Stephen Turnbull's latest Osprey effort, is a welcome addition to the sparse English sources on Japanese warfare. Much of the information in this volume is presented in English for the first time, and Turnbull does a good job of detailing the movements and maneuverings of the two armies. I found his coverage of the many small battles occurring at the beginning of the Winter Osaka Campaign to be particularly well done and helpful. The orders of battle are highly detailed and extensive. As always, Turnbull excels in his ability to breath life into what could otherwise be a straightforward military history with many stories of the `glorious' (and not so glorious, as in the case of a commander who was lying drunk in a brothel as his fort was being captured) deeds performed. The volume is loaded with prints, woodcuts, and modern photos of the battlefields from Turnbull's archives (one of the best and most diverse sources to be found outside Japan). Colorful and detailed maps round out the volume. At 96 pages, it's not quite as extensive as could be hoped for, but hey, that's Osprey.
I'd like here to address some points made by another reviewer that I found rather odd, as Turnbull covers them all in his volume.
1)"Unfortunately, Turnbull is somewhat weaker on examining the actual military aspects of the campaign, such as why the Tokugawa won (yes the artillery was important, but simply not decisive at this point in history due to slow rate of fire and limited battlefield mobility)"
Artillery fire WAS the decisive factor in the Winter campaign (and henceforth the campaign as a whole). After several failed assaults on the Osaka castle defenses, Ieyasu decided to take a different approach. He knew his best bet was to prompt Lady Yodo (Toyotomi Hideyori's mother) to coerce her son into entering peace negotiations. Ieyasu knew Lady Yodo well, and his keen insight into her nature led him to believe that opening up on her living quarters with his artillery would have the desired effect...and he was right. The artillery bombardments of the keep (along with the entreaties of Yodo's family members sent as envoys by Ieyasu) drove the Toyotomi to a disastrous agreement with Ieyasu that ended up leaving the castle stripped of much of its defenses. The superior range of the Tokugawa cannon meant that they could bombard the keep at will without fear of retaliation. Rate of fire and mobility were simply not important factors, and for that matter even the physical damage they caused. Without the artillery, it's likely that the siege would have taken many extra months or perhaps years...if the Tokugawa coalition held that long.
2)"...or how many casualties occurred."
Turnbull doesn't discuss this for the simple reason that there exist no contemporary records of casualties for the battles as a whole. Anything on his part would be no more than wild speculation.
3)"Turnbull's methodology for the most part ignores how units fought or operational decisions in favor of spotlighting individual behavior."
Welcome to the world of samurai warfare, where operational decisions many times tended to be on the `There's the enemy-go get them!' and `We're being attacked-go get them' level. Some armies such as the Shimazu or Uesugi would pull off well planned ambushes and assaults, but these were the exception rather than the rule.
4)"After reading the description of the main actions on 3-4 June 1615 I found it difficult to gauge from this volume why exactly one side prevailed (other than the obviously higher level of initiative on the Tokugawa side)."
As Turnbull explained, the Toyotomi forces (outnumbered two to one) found their initial assault blunted as the Tokugawa continually brought fresh troops into the battle (while the Toyotomi forces became more and more tired and depleted). When the assault ground to a halt, the Toyotomi commander (Sanada Yukimura) was killed and their exhausted forces broke.
The book is not without its faults (I'd give it 4.8 stars rather than 5)...there are a few typos (for example, Kyushu is spelled Kyosho on page 9). The map of the battle of Domyoji on pages 70-71 has some mislabeling (there are two number 3's on the map-one of which should be #2-and number 1 & 2 on the map should both be labeled `1'). The same map also shows further troop positions on the Toyotomi side that do not agree with Japanese sources and appear to be incorrect. There's also some statements made to the effect that the walls and outworks of the castle look now just as they did in 1615-not so, as the original Toyotomi walls and structures were covered with dirt and built upon for the `Tokugawa' version of Osaka castle built around 1620. Likewise, the present keep is said to be based upon the Toyotomi version of the keep-however, the dimensions, number of roofs, and even something as basic as the castle's color are completely different.
All in all, however, Turnbull has done an exceptional job with the book given the limited space. There's something to be learned here for both serious scholars and casual readers. Highly recommended for any aficionado of Japanese history!

Samurai Stories Galore.......2006-08-12

In Osaka 1615, Osprey Campaign #170, Samurai expert Dr. Stephen Turnbull provides an interesting summary of the final battle that unified Japan under the Tokugawa shogunate. I have been reading Turnbull's work since I was a student in Japan in the early '80s, when I also had chance to visit Osaka Castle. In short, Turnbull has a huge wealth of Samurai-related knowledge that he is able to convey on these pages to fascinate readers who enjoy Eastern tales of derring-do. Unfortunately, Turnbull is somewhat weaker on examining the actual military aspects of the campaign, such as why the Tokugawa won (yes the artillery was important, but simply not decisive at this point in history due to slow rate of fire and limited battlefield mobility) or how many casualties occurred. The author presents the reader with one Samurai account after another, but after awhile they start to appear as ciphers since we really don't know much about most of them. Turnbull's methodology for the most part ignores how units fought or operational decisions in favor of spotlighting individual behavior.

The volume follows the standard Osprey campaign format, with the usual 2-D and 3-D maps. Dr. Turnbull divides the campaign narrative into the winter and summer phases. I must admit that Dr. Turnbull adds good insight into Tokugawa Ieyasu's character, but most of the other leaders remain obscure. After reading the description of the main actions on 3-4 June 1615 I found it difficult to gauge from this volume why exactly one side prevailed (other than the obviously higher level of initiative on the Tokugawa side). Since the author admits that the final battle could have gone either way, this question deserved better analysis. Overall, this volume covers the subject fairly well, although it remains aloof from military issues, such as logistics, intelligence.

Outstanding.......2006-08-11

I have been reading and enjoying Stephen Turnbull's books since 1978. His latest book about Osaka in 1615 as the last battle of the samurai is outstanding. I pre-ordered it knowing it would be good, but I was blown away by how comprehensive it was.
Turnbull has a seemingly enless number of stories about the samurai. Interesting anecdotes such as the question of Tokugawa Ieyasu being killed and replaced by a kagemusha (shadow warrior)is fascinating. I am looking forward to his next book due out this fall.

Tokugawa versus Toyotomi...........2006-07-28

This proves to be a valued addition to the Osprey Campaign series. The author, Stephen Turnbull wrote a great summary book on one of final major campaigns fought by the Japanese samurai during their heydays.

The campaign in question was Tokugawa Ieyasu's effort to secured his family rule of Japan by destroying the only other family who had the power and prestiage to challenge him. That family was the one of Toyotomi Hideyori, son of the great Taiko, Toyotomi Hideyoshi. While Battle of Sekigahara in 1600 created the Tokugawa Shogunate, Osaka Campaign of 1615 secured it for the next 250 years.

This book proves to be well written, well research and reflects strongly on the author's command of the subject. The author explains clearly the motives, directions and purpose of the campaign. The campaign ironically proves to be some sort of a Sekigahara Part II type of scenario since so many members of the Toyotomi army were made up of survivors who lost the first battle.

The book is organized into Osprey's typical set-up of introduction, background, commanders, troop type and finally the campaign itself. The entire book is exactly 96 pages long including the index. It come well illustrated, the maps are easy to read and followed and there some which proves to be very useful. The author have also provided some very nice order of the battle as well.

Overall, the book come highly recommended for anyone interested in Japanese samurai history. This book will go superbly well with Ospery's earlier book on Sekigahara by Anthony Bryant which proves to be equally well written.

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