Posted by Doug Lacombe

For those of you taking my Canadian Marketing Association (CMA) eMarketing class at Mount Royal University, below are the required and suggested readings. Others may find this a handy reading list, no tuition required!

Also, many thanks to our first guest speaker, John Hutchings of Rare Method, who was not only kind enough to come and share his excellent insights into Internet Strategy with us, but also has shared his slides here and on his blog (you should subscribe!):

Required Reading

• Chaos Scenario – Bob Garfield (http://adage.com/article?article_id=45561)
• Listenomics – Bob Garfield (http://adage.com/article?article_id=45561)
• “Strategy And The Internet” – Michael Porter, Harvard Business Review (Abridged article available at:   http://hbswk.hbs.edu/item/2165.html )
• “Your Privacy Responsibilities: A Guide for Businesses and Organizations to the Personal Information Protection and Electronic Documents Act”: http://www.privcom.gc.ca/information/guide_e.asp
• Canadian Marketing Association’s “Code of Ethics & Standards of Practice” http://www.the-cma.org/?WCE=C=47|K=225849

Suggested Reading

• “Purple Cow: Transform Your Business by Being Remarkable”  Seth Godin
• “Permission Marketing” Seth Godin
• “The Clue Train Manifesto” Searles, Levine, Locke, Weinberger (entire book available free: http://www.cluetrain.com/book/index.html )
• “The Long Tail” Chris Anderson
• “Here Comes Everybody”, Clay Shirky
• “Don’t Make Me Think”  Steve Krug
• “Designing With Web Standards” Jeffrey Zeldman
• “Web ReDesign: Workflow that Works” Kelly Goto, Emily Cotler
• “Groundswell” Charlene Li and Josh Bernoff
• “Join The Conversation” Joseph Jaffe
• “Six Pixels of Separation” Mitch Joel – provided to course participants already
• CMA Guide to eMail Marketing available online at: http://www.the-cma.org/?WCE=C=47%7CK=226953
• Advertising Age Search Marketing Fact Pact http://adage.com/datacenter/article?article_id=132046
• “Winning Results With Google Ad Words” Andrew Goodman
• “Web Analytics – An Hour a Day” Avinash Kaushik

Other readings/resources

Articles, blog postings and course related materials can be found at:

http://del.icio.us/tag/cmacourse

If you find articles of interest, you can tag them for other students using the cmacourse tag via Delicious by registering yourself with a Delicious account.