Hard Facts is #4 on Advertising Age Top 10 List for 2006

WE ARE NUMBER 4!

Here is the story:

Book of Tens 2006

10 books you should have read

18 December 2006

Advertising Age

28

Volume 77; Number 51

(c) 2006 Crain Communications, Inc. All rights
reserved.

1
Rex Briggs and Greg Stuart

"What
Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds"

Kaplan
Business

Uses
data from experiments by real marketers to cut through the doomsday hype and
cynical opportunism that surround the slow death of conventional advertising.

2
Charles Hughes and William Jeanes

"Branding
Iron: Branding Lessons from the Meltdown of the U.S. Auto Industry"

Racom
Books

Uses
lessons from the car business to hammer away at the importance of creating
world-class brands, chastising the industry for going "safe, soft and
somnolent."

3
Chris Anderson

"The
Long Tail: Why the Future of Business is Selling Less of More"

Hyperion

One
of the most-discussed concepts and most-used catchphrases of the year, the
"long tail" theory has its fair share of lovers and haters.

4 Jeffrey Pfeffer and Robert I. Sutton

"Hard Facts, Dangerous Half-Truths and Total
Nonsense: Profiting From Evidence-Based Management"

Harvard Business School Press

Denounces many modern management practices based on
hype and conventional wisdom.

5 Bryan Eisenberg, Jeffrey
Eisenberg and Lisa T. Davis

"Waiting
for Your Cat to Bark? Persuading Customers When They Ignore Marketing"

Nelson
Business

Breaks
down tools such as consumer-generated media and word-of-mouth marketing to help
marketers reach today’s aloof, independent customer.

6
Seth Godin

"Small
Is the New Big, and 183 Other Riffs, Rants and Remarkable Business Ideas"

Portfolio
Hardcover

Tips
and ideas culled from Godin’s blog and Fast Company column for everyone from
McDonald’s to business schools. The, er, big idea: Act small if you want to be
big.

7
Robert Gordman and Armin Brott

"The
Must-Have Customer: Seven Steps to Winning the Customer You Haven’t Got"

Truman
Talley Books

For
companies looking to expand, this book lays out the steps to not just retaining
core customers but winning over those who are more elusive.

8
Glenn Reynolds

"An
Army of Davids"

Nelson
Current

How
advances in technology "empower ordinary people to beat big media, big
government and other goliaths." Podcasts and blogs are the least of your
worries.

9
Pat Fallon and Fred Senn

"Juicing the Orange"

Harvard Business School Press

Unlike
many advertising books, this is smartly written and fun to read. But it must be
said that the "aha" moments are evened out by the number of
businesses no longer making juice with Fallon.

10
Fred Reichheld

"The
Ultimate Question"

Harvard Business School Press

Reduces
customer-loyalty quandaries to a breathtakingly simple question: "Would
you recommend us to a friend?" Of course, after that, things get more complicated after that.

P.S. Hard Facts was also listed by Strategy & Business as one of their top five management books of the year.