Achieving Customer Mindshare through Advertising is an authoritative, insider’s perspective on the key strategies for gaining, measuring, and maintaining the evolving concept of mindshare.

Written by a group of 11 advertising experts from around the country, the book provides a broad, yet comprehensive overview of the process involved in trying to become a dominant brand in the marketplace. Discussing the difficulty of reaching the consumer through today’s barrage of media, these authors articulate the finer points of an industry focused on translating mindshare and brand reputation into market share and increased revenue. From the role of memory and emotion in gaining brand stakeholders to the use of new media and technology to attract consumers, these authorities offer practical and adaptable strategies for creating brand awareness through quality products and authentic messaging. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the great innovative minds of today, as experts offer an insider’s glimpse into this consumer-driven industry.

Chris Houchens wrote the second chapter entitled "Crossroads for Mindshare". The chapter deals with the current changes in media, marketing, and the public and how those changes need to be addressed in capturing customer mindshare.

Health Leaders Media announces the release of the book, A Marketer’s Guide to HIPAA: Resources for Creating Effective and Compliant Marketing.

The book is co-authored by Kate Borten, a HIPAA law expert and speaker from Marblehead, Massachusetts and by Chris Houchens, a marketing writer and speaker from Smiths Grove, Kentucky.

Congress passed the Health Insurance Portability and Accountability Act (HIPAA) in 1996, with different sections becoming active in the early part of the 21st century. Among other things, the Act regulates how healthcare providers utilize the protected health information of patients.

Borten’s and Houchens’ book is a one-of-a-kind resource for healthcare marketers. The book gives a basic breakdown of the parts of HIPAA that are pertinent to healthcare marketers. The authors provide a breakdown of what HIPAA permits, and the conditions it imposes for using patient information in marketing initiatives. The book is written in practical, easy-to-understand language and includes lots of “real world” scenarios.

Normally, when you think of someone writing a manifesto, you think of a loner sitting in a cabin, stockpiling toliet paper, and plotting against the government. But, thankfully, that's not always the case.

National marketing guru Seth Godin worked on a project in 2005 called "Change This". It's a website where selected people are invited to write manifestos about all sorts of things that need to be changed or rethought.

As they say on the website, "Change This is creating a new kind of media. A form of media that uses existing tools (like PDFs, blogs and the web) to challenge the way ideas are created and spread. We're on a mission to spread important ideas and change minds. "