The Bellissimo marketing manual Effective & Essential Marketing for the Specialty Coffee Retailer was honored as Winner Best New Product - Education/Training Product - SCAA 2005 at the Specialty Coffee Association of America's 17th Annual Conference & Exhibition held April 15 - 18 in Seattle, Washington.

The award-winning book gives coffee retailers the tools they need to use their passion for coffee and their distinct advantage as a local business to compete effectively against the corporate giants and achieve maximum profitability

"At Bellissimo we always strive to stay ahead of the curve by developing the best training products possible for the specialty coffee industry," said the book's author Bruce Milletto, president of Bellissimo Coffee InfoGroup. "It is rewarding and valuable when you are honored by an organization such as the SCAA for a product meant to help the backbone of our industry - the retailers.

The book includes chapters on competing with the chains; branding and identity; cross marketing and partnering; store design and ambiance; promotions and special events; guerilla and Internet marketing; defining your customer base; hiring and training employees; and marketing small wares, menu and retail items, politically conscious, earth-friendly products and coffee beans

"In order to compete in this industry, retailers need to do more than just open their doors - they need to learn how to market their businesses," said Milletto. "Thoughtful attention to promoting a coffee business can mean the difference between becoming your community's "third place" and being in third place."

Effective & Essential Marketing for the Specialty Coffee Retailer  retails for $69.95, but is currently on sale for $59.95. Wholesale discounts are available.