Lending Library

The SMPS San Diego Lend­ing Library is a select list of Pro­fes­sion­al Ser­vices Mar­ket­ing and Busi­ness Devel­op­ment titles avail­able to our mem­bers.

See below for a com­plete cat­a­logue and descrip­tion of each book avail­able. If you see some­thing you’d like to check out, email Karen San­toro, CPSM, with the title and your pre­ferred deliv­ery method and we’ll get it to you!

Each book is avail­able for 30 days, with an option­al 30 day exten­sion and is FREE to our mem­bers!

Don’t for­get to let us know if you have any rec­om­men­da­tions or titles you would like to see in our library.


Mar­keters are prone to exag­ger­a­tion: our lend­ing library is not quite this big. See titles below ⬇



A/E/C Mar­ket­ing Fun­da­men­tals
Hol­ly R. Bolten, Julie Huval, Stephen A. Jones, Kevin Miller, David M. Shel­ton, and Ronald D. Worth. 2015, SMPS Pub­li­ca­tions, 174 pages.

Whether you are new to the A/E/C com­mu­ni­ty and work­ing on your very first job or you are a more sea­soned pro­fes­sion­al who is tak­ing on mar­ket­ing respon­si­bil­i­ties for the first time, you will find “A/E/C Mar­ket­ing Fun­da­men­tals: Your Keys to Suc­cess’ a use­ful intro­duc­tion to mar­ket­ing basics. Even if you are a more expe­ri­enced mar­keter, you will learn core prin­ci­ples and effec­tive strate­gies that will improve your job per­for­mance. This ebook, devel­oped by sub­ject mat­ter experts from the Soci­ety for Mar­ket­ing Pro­fes­sion­al Ser­vices (SMPS), pro­vides mar­keters with the resources and ideas nec­es­sary to adapt to the numer­ous stan­dards chang­ing the A/E/C indus­try.

CPSM Study Guide Ver­sion 3.0
2015, SMPS, 115 Pages.

A com­pre­hen­sive review of many of the top­ics test­ed on the CPSM exam.

Cross-Sell­ing Suc­cess: A Rainmaker’s Guide to Pro­fes­sion­al Account Devel­op­ment
Ford Hard­ing.  2013, BNi Pub­li­ca­tions, 162 pages.

Writ­ten espe­cial­ly for the pro­fes­sions, includ­ing accoun­tants, archi­tects, bankers, exec­u­tive
recruiters, lawyers and many more. In today’s com­pet­i­tive work­place, com­pa­nies are extend­ing
their ser­vices to keep clients hap­py — and attract new ones. By using the orig­i­nal ser­vice as a
flag­ship to sell oth­ers ser­vices, cus­tomer loy­al­ty is strength­ened and the bot­tom line improved.

2014 South­ern Cal­i­for­nia Sur­vey
Michelle Hoal­ton, CPSM, Juani­ta Mar­tinez, CPSM, Vik­ki Ott, CPSM, Mena Ruiz, Aman­da Sigafoos. 2014, SMPS, 20 pages.

The Los Ange­les, Orange Coun­ty and San Diego Chap­ters of SMPS joined forces to devel­op a com­pre­hen­sive salary sur­vey to assess the pay and ben­e­fits pro­fes­sion­als receive from their AEC employ­ers. The goal of this effort was to cre­ate a mean­ing­ful doc­u­ment cap­tur­ing salaries, bonus­es, perks and oth­er key data impor­tant to SMPS mem­bers and non-mem­bers alike.

Bold Brand
Josh Miles. 2012, Con­tent Mar­ket­ing Insti­tute, 265 pages.

In the past, most pro­fes­sion­al ser­vices firms could get by sim­ply rely­ing on tra­di­tion­al mar­ket­ing tac­tics. For most firms, net­work­ing, attend­ing ben­e­fit din­ners, adver­tis­ing in the Yel­low Pages, and mere­ly adding the new partner’s name to the office sign was enough to stay top of mind. Today, every­thing has changed. Even tra­di­tion­al indus­tries need to fig­ure out how to dif­fer­en­ti­ate and com­pete in our dig­i­tal, social­ly-net­worked soci­ety. Bold Brand is a process that any pro­fes­sion­al ser­vices firm can fol­low to iden­ti­fy, devel­op, and lever­age their brand essence to mar­ket them­selves in a tru­ly unique way. Today’s pro­fes­sion­al ser­vices mar­keters know that if they want to stand out, they have to do some­thing dif­fer­ent. Read Bold Brand to find out how, and get ready to get Bold!

Cre­at­ing Rain­mak­ers – The Manager’s Guide to Train­ing Pro­fes­sion­als to Attract New  Clients
Ford Hard­ing. 2006, John Wiley & Sons, 274 pages.

As every man­ag­er of a pro­fes­sion­al firm real­izes, gen­er­at­ing leads and land­ing new clients is one
of the most crit­i­cal oper­a­tions of a suc­cess­ful ven­ture, and every­body needs to learn how to do it
well. But trans­form­ing accoun­tants, archi­tects, attor­neys, con­sul­tants, engi­neers and oth­er
pro­fes­sion­als into client-gen­er­a­tors is not always easy to do. Cre­at­ing Rain­mak­ers out­lines all the
nec­es­sary steps you need to turn your pro­fes­sion­al staff into suc­cess­ful rain­mak­ers who can
real­ly drum up busi­ness! It shows you how to gen­er­ate leads through sev­er­al dif­fer­ent strate­gies,
includ­ing cold call­ing, pub­lic­i­ty, speak­ing engage­ments, and oth­ers; build a strong net­work of
con­tacts through estab­lished clients and new asso­ci­a­tions; mas­ter a vari­ety of sales tech­niques,
includ­ing lis­ten­ing val­ue-based sell­ing, and anec­do­tal sell­ing; and plen­ty more! Based on over
100 inter­views with prin­ci­pals in pro­fes­sion­al firms, includ­ing many of today’s pre­em­i­nent
rain­mak­ers, Cre­at­ing Rain­mak­ers shows you how to turn your pro­fes­sion­al staff into a pow­er­ful
team of sales win­ners.

Deal­ing with Peo­ple You Can’t Stand (Third Edi­tion) 
Dr. Rick Brinkman and Dr. Rick Kirschn­er.  2012, McGraw-Hill, 283 pages.

Learn how to get things done and get along when you’re deal­ing with peo­ple who have the
uncan­ny abil­i­ty to sab­o­tage, derail and inter­fere with your plans, needs and wants. Learn how to:

  • Use sophis­ti­cat­ed lis­ten­ing tech­niques to unlock the doors to peo­ple’ s minds, hearts, and deep­est needs.
  • Apply “take-charge” skills that turn con­flict into coop­er­a­tion by reduc­ing the dif­fer­ences between peo­ple
  • Trans­form the destruc­tive behav­ior of Tanks, Snipers, Know-It-Alls, Whin­ers, Mar­tyrs, Med­dlers, and oth­er dif­fi­cult types of peo­ple.

Whether you’re deal­ing with a cowork­er try­ing to take cred­it for your work, a dis­tant fam­i­ly
mem­ber who knows no per­son­al bounds or a loud cell phone talk­er on line at the gro­cery store,
Deal­ing with Peo­ple You Can’t Stand gives you the tools for bring­ing out the best in peo­ple at
their worst.

Leader Busi­ness: Bat­tle-Test­ed Lead­er­ship Strate­gies for any Orga­ni­za­tion
Thomas Hen­ry Mag­ness.  2010, LBI Pub­lish­ing, 247 pages.

Every year, inef­fec­tive lead­er­ship costs Amer­i­can com­pa­nies hun­dreds of mil­lions of dol­lars in
lost rev­enue, missed oppor­tu­ni­ties, pre­ventable waste, and poor per­son­nel deci­sions. How’s your
lead­er­ship? Are you get­ting the results you need? If not, maybe it’s time for some basic train­ing in
lead­er­ship fun­da­men­tals. Draw­ing on over 25 years of mil­i­tary ser­vice, Tom Mag­ness offers
lessons learned in one of the world’s fore­most lead­er­ship lab­o­ra­to­ries: the U.S. Army. From the
unfor­giv­ing envi­ron­ment of the Nation­al Train­ing Cen­ter to Ranger train­ing in the Flori­da swamps
to the life-and-death stakes of com­bat oper­a­tions in Iraq and Afghanistan, Leader Busi­ness
exam­ines how exec­u­tives can use mil­i­tary lead­er­ship prin­ci­ples to achieve suc­cess in any
orga­ni­za­tion. Leader Busi­ness takes the same proven four-step frame­work the Army uses to
devel­op its lead­ers and applies it to the busi­ness world.

Design­ing Brand Iden­ti­ty (Third Edi­tion)
Ali­na Wheel­er. 2009, John Wiley & Sons, 310 pages.

In a dense­ly crowd­ed mar­ket­place, cor­po­ra­tions, orga­ni­za­tions, and even indi­vid­u­als look for
ways to dif­fer­en­ti­ate them­selves. That is the job of brand­ing.

Whether your goal is to express a new brand or to revi­tal­ize an exist­ing one, here is a proven,
uni­ver­sal five-phase process for cre­at­ing and imple­ment­ing effec­tive brand iden­ti­ty. From
research and analy­sis through brand strat­e­gy, design devel­op­ment through appli­ca­tion design,
and iden­ti­ty stan­dards through launch and gov­er­nance, Design­ing Brand Iden­ti­ty is an essen­tial
ref­er­ence for the entire process.

Enriched by new case stud­ies show­cas­ing suc­cess­ful world-class brands from Her­man Miller and
Gen­er­al Elec­tric to the Oba­ma ’08 elec­tion cam­paign, this Third Edi­tion offers new insights into
emerg­ing trends such as sus­tain­abil­i­ty and social net­works.

2009 Mar­ket­ing Salary and Expense Sur­vey
Read­ex Research. 2009, Soci­ety for Mar­ket­ing Pro­fes­sion­al Ser­vices Foun­da­tion, 55 pages.

Through the use of an Inter­net-based sur­vey rep­re­sent­ing SMPS’ email­able mem­bers, the
pur­pose of this research project was to pro­vide a resource offer­ing salary ranges for var­i­ous
mar­ket­ing posi­tions with­in the built and nat­ur­al envi­ron­ment, along with oth­er forms of
com­pen­sa­tion offered by employ­ers. In addi­tion, data regard­ing office rev­enues and mar­ket­ing
expen­di­tures was col­lect­ed to obtain indus­try bench­marks. The find­ings cit­ed in this report are
based on a sur­vey con­duct­ed by Read­ex Research, Inc.

Groundswell: Win­ning in a World Trans­formed by Social Tech­nolo­gies
Char­lene Li and Josh Bernoff.  2008, Har­vard Busi­ness Press, 286 pages.

In this updat­ed and expand­ed edi­tion, fea­tur­ing an all new intro­duc­tion and chap­ters on Twit­ter
and social media inte­gra­tion, you’ll learn to:

  • Eval­u­ate new social tech­nolo­gies as they emerge.
  • Deter­mine how dif­fer­ent groups of con­sumers are par­tic­i­pat­ing in social tech­nol­o­gy are­nas.
  • Apply a four-step process for for­mu­lat­ing your future strat­e­gy
    Build social tech­nolo­gies into your busi­ness.

This book is rec­om­mend­ed read­ing for exec­u­tives seek­ing to pro­tect and strength­en their
company’s pub­lic image.

How to Win a Pitch: The Five Fun­da­men­tals That Will Dis­tin­guish You From the Com­pe­ti­tion
Joey Ash­er. 2009, Per­sua­sive Speak­er Press, 264 pages.

How to Win a Pitch will help you learn how to:

  • Devel­op pre­sen­ta­tions that win con­tracts.
  • Cre­ate con­nec­tions to secure busi­ness rela­tion­ships.
  • Iden­ti­fy, dis­cuss and ful­fill client needs effec­tive­ly.

Vet­er­an busi­ness coach Joey Ash­er has helped his clients win over five bil­lion dol­lars in new busi­ness con­tracts. He uses his for­mer expe­ri­ence as an attor­ney and jour­nal­ist to help read­ers and clients rise above their com­pe­ti­tion.

Mar­ket­ing Hand­book for the Design & Con­struc­tion Pro­fes­sion­al (Third Edi­tion)
Var­i­ous Authors. 2009, BNi Pub­li­ca­tions, 628 pages.

Over the years, the SMPS com­mu­ni­ty has helped to iden­ti­fy and shape the lead­ers in this
pro­fes­sion. It is those lead­ers who were called upon to cre­ate the Mar­ket­ing Hand­book for the
Design & Con­struc­tion Pro­fes­sion­al.

The First Edi­tion was pub­lished in 1994 to fill a gap in the doc­u­ment­ed body of knowl­edge for
pro­fes­sion­al ser­vices mar­ket­ing. This Third Edi­tion con­tin­ues to expand that body of knowl­edge
for the ben­e­fit of the pro­fes­sion and indus­try.  Many of the orig­i­nal authors have gen­er­ous­ly
updat­ed their chap­ters; in addi­tion, emerg­ing lead­ers in the pro­fes­sion have con­tributed new
mate­r­i­al. The depth of the con­tent in this edi­tion is reflec­tive of how mature and sophis­ti­cat­ed the
process of mar­ket­ing pro­fes­sion­al ser­vices has become—and how it con­tin­ues to evolve.

Because it doc­u­ments the knowl­edge and skills nec­es­sary to mar­ket pro­fes­sion­al ser­vices, the
hand­book was the pri­ma­ry ref­er­ence book for SMPS’s cer­ti­fi­ca­tion process: Cer­ti­fied Pro­fes­sion­al
Ser­vices Mar­keter (CPSM).

Plan It: A Down-to-Earth Guide to Mar­ket­ing Plan­ning and Bud­get­ing in the Design & Con­struc­tion Indus­tries
Lis­beth Quebe, FSMPS. 2002, Soci­ety for Mar­ket­ing Pro­fes­sion­al Ser­vices, 103 pages.

A mar­ket­ing plan is a writ­ten doc­u­ment that out­lines spe­cif­ic per­for­mance goals relat­ed to
mar­ket­ing for a spe­cif­ic peri­od of time, and estab­lish­es a plan to meet those goals. Plan It
dis­cuss­es thor­ough­ly the sev­en com­po­nents of a mar­ket­ing plan­ning includ­ing the audit, out­look,
goals and objec­tives, strate­gies, tools and resources, bud­get, and imple­men­ta­tion.

Pro Web Project Man­age­ment
Justin Emond and Chris Steins. 2011, Apress, 239 pages.

Pro Web Project Man­age­ment is a col­lec­tion of hard-won lessons the authors have learned
man­ag­ing mod­ern web projects with small and medi­um bud­gets in a con­sult­ing envi­ron­ment. This
isn’t a book about project man­age­ment the­o­ry. This book tells how to cre­ate real deliv­er­ables, get
answers from inde­ci­sive clients, man­age way­ward pro­gram­mers, and use check­lists to wow
clients. This book is made up of real exam­ples, real lessons, real doc­u­ments, and real tips woven
togeth­er into a step-by-step walk­through of a project’s life cycle.

This book is writ­ten for both the full-time project man­ag­er and the aspir­ing project man­ag­er who
might have a role that blends client sup­port, web devel­op­ment, and project man­age­ment. The
project bud­get sweet spot for this book is $50,000 to $500,000. If you man­age a project in this
space, read­ing this book will make you a bet­ter project man­ag­er.

Rain Mak­ing: The Professional’s Guide to Attract­ing New Clients
Ford Hard­ing. 1994, Adams Media, 287 pages.

Filled with easy-to-use strate­gies, Rain Mak­ing shows mem­bers of any pro­fes­sion how to:

  • Devel­op and cus­tomize a mar­ket­ing strat­e­gy that will work for their firm-regard­less of size.
  • Net­work effec­tive­ly and turn net­work con­tacts into sol­id leads.
  • Write arti­cles that will draw new clients.
  • Take the tri­al and error out of cold call­ing and oth­er mar­ket­ing tac­tics.
  • Use direct mail and the media to attract new clients.

As a spe­cial bonus, this use­ful new vol­ume also pro­vides check­lists and appen­dices that show
how to cre­ate writ­ten and visu­al mate­ri­als which will help pro­mote any pro­fes­sion­al prac­tice.

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