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The Top 52 Essential Books for Marketers

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A resource listing the top 52 essential books for marketers based on books used in the curriculum of many universities and books from top marketing experts. #Marketingbooks #marketingresources #marketingtips Please check out my blog at: www.stephenzoeller.com and follow me on Twitter @stepzoellermktg

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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The Top 52 Essential Books for Marketers

  1. 1. http://www.stephenzoeller.com/the-top-52-essential-books-for-marketers/
  2. 2. THE TOP 52 ESSENTIAL BOOKS FOR MARKETERS I have accumulated a resource list of the top marketing books for marketers based on personal experience along with research from academics, marketing professionals, and top online marketing influencers. This collection of marketing books takes you from the books used in the business and marketing curriculum of many universities laying the critical foundations to understand marketing and all the key elements required for a marketer. The list continues to build on the books used in graduate and post graduate learning with additional books from marketing experts and influencers that are relevant in today's ever-changing business and marketing landscape. I have tried to cover a wide-variety of disciplines within marketing providing insight that is relevant and actionable to grow your knowledge as a marketer. I have broken down the books into various categories, but there is a significant degree of content crossover, especially when it comes to social media. My intent was to capture and categorize the recommendations into the main idea of each book. This can also be found on my blog at: http://www.stephenzoeller.com/the- top-52-essential-books-for-marketers/
  3. 3. 01 M A R K E T I N G M A N A G E M E N T B Y P H I L I P K O T L E R A N D K E V I N L A N E K E L L E R This is the essential marketing text widely used by universities and the book I reference most often as a marketer. It is the most comprehensive marketing book covering marketing theory and practice with consistent updates that reflect the changing business and marketing environment. The two authors; Kotler and Keller are legends of marketing and their book shares the cumulative experiences with practical models, tools, strategy, and tactics that are proven. This is one of the most used resources in my library that I constantly reference and go back to as a primary resource for marketing.
  4. 4. 02 P R I N C I P L E S O F M A R K E T I N G B Y P H I L I P K O T L E R A N D G A R Y A R M S T R O N G I would suggest this as the next marketing book to read immediately after Kotler and Keller’s Marketing Management. The book extensively covers marketing definitions, theories, models, strategy with practical applications. Kotler and Keller provide a great link between theory and real-world application in Principles of Marketing that I recommend.
  5. 5. 03 A F R A M E W O R K F O R M A R K E T I N G M A N A G E M E N T B Y P H I L I P K O T L E R A N D K E V I N L A N E K E L L E R This book is meant to be a stripped down version of Kotler and Keller’s Marketing Management with the latest marketing theories, approaches, techniques, and thinking. The book provides another complimentary book focused on holistic marketing and the role of creativity and innovation in successful marketing. The condensed nature of the book along with the most updated examples from companies that are setting the benchmark for marketers today. The book is another great example from Kotler linking theory and practice through the use of extensive case studies, simulations, and projects.
  6. 6. 04 S T R A T E G I C B R A N D M A N A G E M E N T : B U I L D I N G , M E A S U R I N G , A N D M A N A G I N G B R A N D E Q U I T Y B Y K E V I N L A N E K E L L E R Kevin Lane Keller, who has co-authored Marketing Management, provides the essential book on brand management and the branding process. I would recommend reading Marketing Management first because this puts branding in context with other marketing management principles. Strategic Brand Management expands and elaborates on the theories and practical applications providing a go-to resource for all things brand related. The text comprehensively covers the latest industry thinking and developments in brand management including an exploration of brands, brand equity, and strategic brand management. Keller provides a text that helps marketers make better day-to-day and long-term brand decisions and improve the long-term profitability of your brand strategies.
  7. 7. 05 P R I N C I P L E S O F A D V E R T I S I N G & I M C B Y T O M D U N C A N Duncan’s Principles of Advertising & IMC provides an essential understanding of all the major marketing communication functions. The topics Duncan covers include the major media alternatives, and the processes for integrating these activities in the most effective and efficient way to develop long-term, profitable customer relationships that build brands and create brand equity. This book is essential to understanding the principles and practices of advertising and the importance of integrated marketing communications (IMC). Duncan provides an effective marketing communications framework/approach required for any business to succeed helping to break through in the current business environment.
  8. 8. 06 I N T R O D U C T I O N T O E − C O M M E R C E B Y J E F F R E Y R A Y P O R T A N D B E R N A R D J A W O R S K I This is a textbook that comprehensively covers the entire ecosystem of e-commerce. The book is written with a strategy first and technology second approach to e- commerce. The book provides marketers with an understanding and framework for e-Commerce business centered on four infrastructures including, Internet infrastructure, strategy formulation and implementation, technology concepts, public policy issues, and capital infrastructure. This book helps marketers understand the e-commerce and digital environment with the effective strategy and tools to market to a targeted audience and understand customer focused web design in the digital landscape.
  9. 9. 07 C O N S U M E R B E H A V I O R A N D M A R K E T I N G S T R A T E G Y B Y J . P A U L P E T E R A N D J E R R Y O L S O N This book is excellent and provides an approach to understanding consumers and represents a framework that guides marketing strategy and tactics to achieve your organization’s goals. The focus of this book is on strategy related to consumer behavior. The organization of the book is based on the Wheel of Consumer Analysis that provides a framework to understand consumer behavior. The chapters concentrate on the four major parts of the Wheel of Consumer Analysis along with short cases that help integrate consumer behavior information into the marketing strategy development process that marketers use every day.
  10. 10. 08 M A R K E T R E S E A R C H I N P R A C T I C E : H O W T O G E T G R E A T E R I N S I G H T F R O M Y O U R M A R K E T B Y P A U L N H A G U E , N I C H O L A S H A G U E , A N D C A R O L - A N N M O R G A N Marketing Research in Practice provides a lively and approachable read, great for practical application, not just theory. The authors’ provide a clear, step-by-step guide to the whole marketing research process, from planning and executing a project through to analysis and presentation of the findings. The authors’ explain how to use tools and methods effectively and get the most reliable results. I liked the relevancy and the focus, especially on current topics such as international and new research trends along with coverage of social media research and mobile surveys. The book offers significant value for everyone from a student to an experienced marketer with a range of online tools and templates supported by examples from real market research practice.
  11. 11. 09 M A R K E T I N G R E S E A R C H B Y D O N A L D C O O P E R A N D P A M E L A S C H I N D L E R Marketing Research is written taking the overview first approach to teaching marketing research with thorough coverage of business research topics supported by solid theory. The book’s theme focuses on managerial decision making with topics and applications presented using comprehensive case studies based on the authors' successful background as marketing research consultants providing research methods that result in actionable insight.
  12. 12. 10 S T R A T E G I C M A N A G E M E N T : P L A N N I N G F O R D O M E S T I C A N D G L O B A L C O M P E T I T I O N B Y J O H N P E A R C E A N D R I C H A R D R O B I N S O N Pearce and Robinson give marketers a comprehensive coverage of strategic management focused on conceptual tools and skills created by scholars and real-world practitioners that I go back to very often. The book provides an overview of strategic management, strategy formulation, strategy implementation, control, and innovation, along with 30 current and relevant business cases that bring to life Strategic Management. I recommend reading this book first as it sets the tone and provides structure for everything related to business and strategy. My thought is that technology is a tool driven by strategy carried out by living people. If you don’t get the strategy correct and implement and execute on the tactics, then the probability of your business failing are much greater. I recommend reading the marketing research books after this book because they provide the methodology to gain insight from research that drives all strategy efforts.
  13. 13. 11 M A K I N G I N N O V A T I O N W O R K : H O W T O M A N A G E I T , M E A S U R E I T , A N D P R O F I T F R O M I T B Y T O N Y D A V I L A , M A R C J . E P S T E I N , A N D R O B E R T S H E L T O N The authors’ of Making Innovation Work provide a proven end- to-end process for driving sustained growth based on innovation. With a vast amount of consulting experience along with a comprehensive review of innovation research, the authors’ provide a guide for innovation that works in the real world. The techniques discussed are proven by top companies such as Toyota and HP. The text provides a strategic take on innovation that aligns with business strategy as a cornerstone concept flowing into the things that work, and what doesn’t and the use of various tools and concepts to maximize the value of innovation investments. Making Innovation Work will be your go-to reference for managing and developing a proven realistic strategy for innovation.
  14. 14. 12 B U Y E R P E R S O N A S : H O W T O G A I N I N S I G H T I N T O Y O U R C U S T O M E R ' S E X P E C T A T I O N S , A L I G N Y O U R M A R K E T I N G S T R A T E G I E S , A N D W I N M O R E B U S I N E S S B Y A D E L E R E V E L L A Adele Revella's book is my one and only resource for buyer personas from the master. The buyer personas approach helps marketers with a step-by- step guide to developing and using buyer personas that lead to sales and marketing activities that measurably impact business and marketing goals. Adele Revella delivers the marketing solution for listening to your customers and meeting their needs efficiently with a more effective messaging strategy that cuts through the cluttered messages in the marketplace and truly differentiates you from the competition.
  15. 15. 13 P O S I T I O N I N G : T H E B A T T L E F O R Y O U R M I N D : H O W T O B E S E E N A N D H E A R D I N T H E O V E R C R O W D E D M A R K E T P L A C E B Y A L R I E S A N D J A C K T R O U T Positioning is an absolute must-read classic and is the best- selling marketing book of all time from the world’s best-known marketing strategists. Ries and Trout provide the most trusted industry resource on the subject of positioning. Although the case studies are less relevant, this book remains the first book outside the mandatory classroom texts you have to read as a marketer. Positioning provides a roadmap to beat the competition creating a position in the consumer's mind reflecting the strengths and weaknesses of your company relative to the competition. Positioning Started a revolution in advertising and was the first book focusing on the problem of communicating in an over-communicated society. Ries and Trout offer some of the best case histories and stories for some of the most successful campaigns and stunning failures in the advertising world.
  16. 16. 14 T H E 2 2 I M M U T A B L E L A W S O F M A R K E T I N G : V I O L A T E T H E M A T Y O U R O W N R I S K ! B Y A L R I E S A N D J A C K T R O U T Ries and Trout, the world-renowned marketing strategists and best-selling authors provide another classic. The 22 Immutable Laws of Marketing offers the wisdom and experience of these two marketing legends in an easily digestible format. Ries and Trout provide high-level marketing strategies along with a lot of examples that worked 20 years ago and still work today.
  17. 17. 15 K E L L O G G O N B R A N D I N G : T H E M A R K E T I N G F A C U L T Y O F T H E K E L L O G G S C H O O L O F M A N A G E M E N T B Y P H I L I P K O T L E R & A L I C E T Y B O U T Kellog on Branding is a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. If you do not read this book as part of your marketing curriculum, I highly recommend reading it after Keller’s book on Strategic Brand Management. This text offers a comprehensive coverage of brand management with key branding concepts, including brand positioning and design, strategies for launching new brands, leveraging existing brands, managing a brand portfolio, and techniques for building a brand-centered organization. The text is brought to life with critical insights from senior managers who have been in the trenches and fought branding battles and won.
  18. 18. 16 T H E I N S I D E A D V A N T A G E : T H E S T R A T E G Y T H A T U N L O C K S T H E H I D D E N G R O W T H I N Y O U R B U S I N E S S B Y R O B E R T B L O O M A N D D A V E C O N T I The Inside Advantage provides valuable insight about how brands can effectively market and sell using a deep knowledge about their customers. The main idea is that every business has at the very least one strategic asset that can form the basis of future growth aptly named the Inside Advantage. Bloom and Conti detail a four-step process called the Growth Discovery Process resulting in a clear understanding of who your customers are and the offerings required for those customers. The Inside Advantage will help you to connect with the people that matter the most providing the critical element for a successful social media programs. The Inside Advantage gives marketers advice and real-world case studies from Bloom’s 45 years of experience growing businesses and brands of every size and type, including Southwest Airlines, Nestlé, and L'Oréal, numerous B2B firms, non-profit organizations, and start-ups.
  19. 19. 17 C T R L A L T D E L E T E : R E B O O T Y O U R B U S I N E S S . R E B O O T Y O U R L I F E . Y O U R F U T U R E D E P E N D S O N I T . B Y M I T C H J O E L Mitch Joel is a leading digital marketing authority, columnist, author, former chairperson of the Canadian Marketing Association, and current president of Mirum. Mitch details the ways technology has transformed how brands and businesses create, connect, and adapt to a constantly shifting landscape. Ctrl Alt Delete provides the reason for your brands to adapt and the way to do it helping to ensure your brand has considered certain essential elements in its business and marketing strategy. Joel specifies five new movements that are forcing brands to reboot. The book provides critical insight and a method to help plan and successfully manage the current social, economic, physical, and digital environment.
  20. 20. 18 P E R M I S S I O N M A R K E T I N G B Y S E T H G O D I N Permission Marketing is the essential book to understand that pushing your marketing message on your customers using interruption marketing does not work any longer and ends up annoying them defeating the purpose of marketing. I recommend this book to any person involved with business to help them understand modern marketing and the changing paradigm of our current landscape. Godin with his turn strangers into friends and friends into customers approach helps you to understand how and why this “permission marketing” formula works especially in a crowded marketplace with an overwhelming amount of messages for consumers to choose. Godin uses expressive language combined with his humorous personality making this and his other books a very enjoyable and insightful reading experience.
  21. 21. 19 W H A T ’ S T H E F U T U R E O F B U S I N E S S : C H A N G I N G T H E W A Y B U S I N E S S E S C R E A T E E X P E R I E N C E S B Y B R I A N S O L I S What'stheFutureofBusinessisagreatbookaboutthinkingbeyond 'products'to'experiences'aligningtheessentialconceptsofuser experiencewiththevisionofinnovativeleadershiptoimprove businessperformance,engagement,andrelationshipsforanew generationofconsumers. Solisfocusesonthecustomerwithathoroughunderstandingofthe dynamiccustomerjourneyisakeyconceptandhelpedmeto understandthecomplexjourneyacustomertakesinthecurrent environment,onthepathtopurchaseandloyalty. Thebookgoesfurtherthanmostbooksandhelpsbusinessleaders rethinkbusinessmodels,productsandservices,marketing,and customerandemployeerelationshipswithdesiredexperiencesinmind thatcanbeusedforbuildingandimplementingsuccessfulbusinessand marketingstrategy.
  22. 22. 20 I N F L U E N C E : T H E P S Y C H O L O G Y O F P E R S U A S I O N , R E V I S E D E D I T I O N B Y R O B E R T B . C I A L D I N I Cialdini provides a classic book that is an invaluable resource for both sales and marketing personnel helping to understand the psychology of why people say yes. Influence is a must-read book with over 35-years of evidence-based research to understand what causes people to change behavior using six universal principles and how to use them to persuade people successfully to say yes. This book has helped me to form the foundation and overarching approach to developing marketing campaigns and copy.
  23. 23. 21 B U Y - O L O G Y : T R U T H A N D L I E S A B O U T W H Y W E B U Y B Y M A R T I N L I N D S T R O M The author, Martin Lindstrom, voted one of Time Magazine's most influential people of 2009, presents valuable findings and insight required for any marketer or business personnel. Lindstrom’s groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that included 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. Buyology is an incredible must-read book that will change your perspective about many closely held and trusted beliefs about what stimulates our interest and drives us to buy. Lindstrom uses neuroscience infused into the art of marketing to explain how everything we think is influenced by mental forces that people are only vaguely aware.
  24. 24. 22 A U D I E N C E : M A R K E T I N G I N T H E A G E O F S U B S C R I B E R S , F A N S A N D F O L L O W E R S B Y J E F F R E Y R O H R S Marketers and especially content marketing professionals discovered the days of build it, and they will come are long gone. The core message from Jeffrey Rohr’s is that every company needs audiences to survive. Specifically, Rohr’s explains that audiences are your most important asset, and you should restructure your business and marketing strategy around them results in more profitable relationships. Audience provides thorough research data and case studies to show you why and how to create your audience and build loyal customers with a relentless focus. The methods Rohr’s uses will transform your marketing strategy and help you to gain a competitive advantage with proven methods that can evolve. The key takeaway is that creating a proprietary audience is a core marketing responsibility and should be infused in the fabric of any business and marketing strategy and aligned to clear business goals goals.
  25. 25. 23 O P T I M I Z E : H O W T O A T T R A C T A N D E N G A G E M O R E C U S T O M E R S B Y I N T E G R A T I N G S E O , S O C I A L M E D I A , A N D C O N T E N T M A R K E T I N G B Y L E E O D D E N Lee Odden, one of the leading authorities on content and online marketing gives marketers a proven and customer- centric marketing strategy that uses the best of content, social media marketing, and search engine optimization tactics. Odden combines a holistic digital approach with how to maximize ROI and a true understanding of the engagement value of an organization’s content, SEO, and social media campaigns. This book is an easy to read, step-by-step manual that I constantly reference almost as much as the books from Kotler and Ries & Trout. The insight Odden provides is without compare giving marketers the importance of a holistic digital approach that involves the entire organization.
  26. 26. 24 T H E C O N T E N T C O D E : S I X E S S E N T I A L S T R A T E G I E S T O I G N I T E Y O U R C O N T E N T , Y O U R M A R K E T I N G , A N D Y O U R B U S I N E S S B Y M A R K W . S C H A E F E R Mark W. Schaefer is another leading authority in marketing, not to mention, a college professor, consultant, and best- selling author of five marketing books. This engaging and practical marketing book provides marketers with a six-step framework to address the massive and ever-growing amount of content in the marketplace that competes for your prospect’s attention. The Content Code is based on a wealth of research and data exploring why some content is shared widely, while other content is not. Schaefer provides practical advice on how to develop a content strategy and ensure your content is shareable. The six strategies outlined makes for essential reading that provides a roadmap to include in your business and marketing strategy and achieves measurable results that break through the clutter. The Content Code will change the way you think about social media marketing.
  27. 27. 25 Y O U T I L I T Y : W H Y S M A R T M A R K E T I N G I S A B O U T H E L P N O T H Y P E B Y J A Y B A E R Youtility is a great book that has changed the paradigm for businesses and marketing moving organizations away from pushing their product and services on customers. Baer provides a philosophical and useful approach to products and services the target audience finds useful by supplying helpful content focused on customer wants and needs. Baer’s six blueprints give marketers a plan for using information that is helpful to the target audience. Baer’s framework forms the essential marketing component in many of the world’s leading companies and other successful organizations throughout every industry that cuts through the noise and clutter characterized by our current business environment. Youtility provides an approach that creates and retains a trusted relationship between organizations and customers that differentiate marketing providing bottom line results. Youtility has real-world examples from over 700 brands that have improved their marketing strategy and gives you the perfect argument for content marketing skeptics that include all industries and every size organization.
  28. 28. 26 W E L C O M E T O T H E F U N N E L : P R O V E N T A C T I C S T O T U R N Y O U R S O C I A L M E D I A A N D C O N T E N T M A R K E T I N G U P T O 1 1 B Y J A S O N M I L L E R Welcome to the Funnel, in my opinion, is the one book for any person involved in demand generation, from marketing to sales and even service. Jason Miller provides insight and a step-by-step approach to attract and engage leads focused on both content marketing and social media along with discussing the changes in modern marketing. This book truly helps amplify content marketing success and creates significant opportunities to grow your business using the combination of social media and content marketing within an integrated marketing approach. Miller breaks down every detail needed to create a full-spectrum of content powered by extensive research, expert input, first-hand knowledge, and real world applications. Jason shares how to get your content produced, how to make it stand out from the noise, how to make sure it is getting shared, and how to measure its success. This is an essential and classic read for modern times helping marketers to bring focus to the top of the funnel activities that include, raising brand awareness, building trust, establishing credibility, and ultimately driving revenue.
  29. 29. 27 T H E N E W R U L E S O F M A R K E T I N G A N D P R B Y D A V I D M E E R M A N S C O T T DavidMeermanScott,aleadingmarketingauthority,strategist,andbest- sellingauthorgivesmarketersthego-tobookfordigitalmarketing.Scott’s internationalbest-sellerprovidesadviceandastep-by-stepguidefor harnessingthepowerofmodernmarketingandPRtocommunicatewith buyersdirectlyresultinginincreasedvisibilityandsales.Scottshowshowa wide-rangeoforganizationsandindustriescanleverageweb-basedcontentto gettherightinformationtotherightpeopleattherighttimeforafractionof thecostofbig-budgetcampaigns. Scottprovidesremarkableinsightandrelevantcontentthatincludesawealth ofcompellingcasestudiesandreal-worldexamplesofcontentmarketingand inboundmarketingsuccess.TheNewRulesofMarketingandPRalsoincludes newertoolssuchasInfographics,photo-sharingonPinterest,andInstagram alongwithcoverageofmoretraditionalsocialmediaplatformssuchas YouTube,Twitter,Facebook,andLinkedInmakesthisbookaconstant resourceformodernmarketing.
  30. 30. 28 C O N T E N T I N C . : H O W E N T R E P R E N E U R S U S E C O N T E N T T O B U I L D M A S S I V E A U D I E N C E S A N D C R E A T E R A D I C A L L Y S U C C E S S F U L B U S I N E S S E S B Y J O E P U L I Z Z I JoePulizzi,oneoftheleadingcontent-marketingstrategists,providesanew modelformarketersandbusinessestodevelopvaluablecontent,buildan audienceforcontent,andcreateaproductfortheaudience. ThemodelPulizziintroducesmarketerstoanewapproachthatflipsthe traditionalapproachoffirstcreatingaproductandthentryingtofind customers.ContentInc.showshowtogetcustomersfirstanddevelop productslaterresultinginasolidandlong-lastingbusinesspositionedfor today’scurrentcontent-drivenenvironment. Pulizziprovidesmarketerswithasix-stepbusiness-buildingprocessthatis smart,simple,practical,andcost-effectivethatheusedtobuildhissuccessful company,ContentMarketingInstituteandthefoundationformanymulti- milliondollarcompanies.ContentInc.offersabrand-newbusinessoran existingoneseekingtodriveinnovationwithamodelforbetter,more sustainablesuccess.
  31. 31. 29 E V E R Y B O D Y W R I T E S : Y O U R G O - T O G U I D E T O C R E A T I N G R I D I C U L O U S L Y G O O D C O N T E N T B Y A N N H A N D L E Y AnnHandley,aleadingmarketingauthority,andbest-sellingauthor providesdetailedadviceforeveryaspectofwritingfocusedonthethemes ofbrevityandclarity.Forme,writingissomethingeveryonefroma seasonedwritertosomeonewritinganemailtoafriendstruggleswithand everyoneshouldreadthisbook. HandleyprovidesthebookIgotomostwhenIstrugglewithwriting providinganessentialresourcetoattractingandretainingcustomerswith exceptionalonlinecommunicationforacontent-drivenworld. EverybodyWritesisaguidethatwalksyouthroughtheprocessand strategyofcontentcreation,productionandpublishing,withactionable insightthatdrivesresults. Thebookprovideswritingmethodsandtechniquesandtoolstoimprove yourcontentthatcoversshortandlong-formcontentnomatterwhatthe typeofcontentortypeoforganization.
  32. 32. 30 C O N T E N T R U L E S : H O W T O C R E A T E K I L L E R B L O G S , P O D C A S T S , V I D E O S , E B O O K S , W E B I N A R S ( A N D M O R E ) T H A T E N G A G E C U S T O M E R S A N D I G N I T E Y O U R B U S I N E S S B Y A N N H A N D L E Y A N D C . C . C H A P M A N ContentRulesisanothergreatresourceforcreatingengagingcontentfor thewebandbuildingaloyalaudience.HandleyandChapmandetailhowto blendtheartandscienceofdevelopingcontentonlinethatincludes valuablereal-worldcasestudies. HandleyandChapmanprovideabookonwritingthatbuildsonHandley’s previousworkthatIoftenreferenceforanywritingchallenge.Content Rules,helpsmarketerswritecontentforavarietyofcontenttypes,findan authenticvoice,andcreatecontentthatresonateswithyourtarget audience. Defininggoalsofyourcontentwithatrueunderstandingofwhyyou’re generatingcontentandhowtogettotheessenceofyourmessage combinedwithwritinginawaythatcommunicatesinapowerfulmanner yourproduct,service,regardlessofthemedium.
  33. 33. 31 B O R N T O B L O G : B U I L D I N G Y O U R B L O G F O R P E R S O N A L A N D B U S I N E S S S U C C E S S B Y M A R K S C H A E F E R A N D S T A N F O R D S M I T H MarkSchaeferismarketingprofessoratRutgersUniversity,aconsultant, andhasoneof“AdAge’s”Top100marketingblogs.StanfordSmithisan onlinemarketingandsocialmediastrategistwhohascreatedaward- winningsocialmediastrategiesforstategovernmentsandFortune500 companies.HeisthefounderofPushingSocial.com;atop10socialmedia blogfocusedonbusinessblogging. BorntoBlog,providesthetemplateforbuildingblogsthatdriveprofitand growthwithinformationandtoolstocreateandmanageablogthatdelivers results.SchaeferandSmithillustratehowbloggingfitsintoaninbound marketingstrategyandeverythingyouneedtoknowaboutblogging. SchaeferandSmithprovidetheultimateresourceonthetopicofblogging,a corecomponentofinboundmarketingwithcomprehensivecoverageof bloggingbasics,settingupablog,attractingaloyalaudience,promoting yourblog,writingpowerfulcontent,andultimatelyconversionintobuyers.
  34. 34. 32 E P I C C O N T E N T M A R K E T I N G : H O W T O T E L L A D I F F E R E N T S T O R Y , B R E A K T H R O U G H T H E C L U T T E R , A N D W I N M O R E C U S T O M E R S B Y M A R K E T I N G L E S S B Y J O E P U L I Z Z I JoePulizziisacontentmarketingevangelist,aleadingexpertoncontent marketing,andthefounderoftheContentMarketingInstitute(CMI),the leadingcontentmarketingeducationalresource.CMIprovidesstrategic consultingforbrandssuchasAT&T,Petco,LinkedIn,SAPandmanyothers. EpicContentMarketing,explainshowtoattractprospectsandcustomersby creatinginformationandcontentthatcreateengagement.Themainthemeis thattherightcontent,distributedtotherightpersonattherighttimeishowto capturetheheartsandmindsofcustomersandpositionyourbusinessasa trustedindustryexpert.Pulizziprovidesaguidetodevelopingstoriesthat informandentertainanddrivecustomerstoact,withoutdirectlytellingthem. EpicContentwillhelpyoudevelopastrategytocreateandcurategreatcontent whilelearninghowtoattractandretaincustomersandgrowyouraudience.Joe deliversaconsistentguideandresourceforcontentmarketingthatIconstantly reference.Pulizzi’sexceptionalinsightcombinedwithinterviews,in-depthcase studiesfromsuccessfulcompaniesandleadingbusinessesprovidesallthetools requiredtochangeyourmarketingandimpactprofitsandgrowth.
  35. 35. 33 T H E P O W E R O F V I S U A L S T O R Y T E L L I N G : H O W T O U S E V I S U A L S , V I D E O S , A N D S O C I A L M E D I A T O M A R K E T Y O U R B R A N D B Y E K A T E R I N A W A L T E R A N D J E S S I C A G I O G L I O Ifyouarestrugglingtoproducevaluablevisualcontent,thenthis bookisforyou.Thisbookisavaluableresourceonhowtocreate contentsuchasgraphics,videos,andpresentationusinga storytellingapproach.WalterandGioglioprovidesastorytelling approachexplaininghowtogrowyourbusinessandimprovethe strengthofyourbrandleveragingvisuals,videosandsocialmedia relevantforallorganizationsizesandindustries. ThePowerofVisualStorytellinggivesmarketerstheseven elementsofvisualstorytelling,typesofimagesusedforvisual storytelling,andhowtocreateavisualstorytellingstrategy roadmap.Afterreadingthisbookyouwillunderstandhowto developandimplementvisualstorytellingintobusinessand marketingstrategythatmakeyourcontentmorepowerfuland increaseengagement.
  36. 36. 34 J A B , J A B , J A B , R I G H T H O O K : H O W T O T E L L Y O U R S T O R Y I N A N O I S Y S O C I A L W O R L D B Y G A R Y V A Y N E R C H U K IhavebeenabigfanofGaryVaynerchuksincehisWineLibrary days,admiringhowhetookhisfather’sbusinessintothedigitalage withamazingresults.Garyprovidesaverydifferenttakeondigital andsocialfocusedfirmlyonstorytellinginacompellingandunique way.Jab,Jab,Jab,RightHookisatemplatetoeffectivesocialmedia marketingstrategiesthatsimplywork. Gary’smainthemeinthebookisthatstorieschangewitheach platform,andheshowshowyourstoryshouldchangeineach circumstance.Garyprovidessixrulesforstorytellingonsocialmedia platformsalongwithmoredetailedadviceforspecificplatforms suchasFacebook,Twitter,Instagram,Pinterest,andTumbler. Vaynerchukgoesfarbeyondthe“how-to”approachesfordifferent platformsanddoesagreatjobofexplainingthebasictricksof marketingwithpracticalinsight.Thisisamust-readforitssimplicity andusefulnessfromatruebusinessmaverick.
  37. 37. 35 A L L M A R K E T E R S A R E L I A R S B Y S E T H G O D I N SethGodinisaCEO,lecturer,bloggerandauthorofmorethana dozenbest-sellingbooksthathavetransformedthewaythat peopleviewmarketing,change,andleadership.Sethisakey thoughtleaderinmarketingandwritesoneofthemostpopularand influentialblogsatSethGodin.com. ThemainideaofAllMarketersareLiarscentersontheimportance ofauthenticstorytelling,relatedtoyourbrandandthefundamental roleitplaysininboundmarketing.Theprimarymessageinthebook isquitesimple;marketersshouldhaveagoodstorytotell,andifit’s goodenough,consumerswillrepeatit,anditultimatelyitbecomes firmlyembeddedintheirmindsasareality. Godin’swritingstyleiswittyandengagingmakingAllMarketers areLiarsanenjoyableandquickread.Godindetailshowtocreatea greatstoryandusesexcellentexamplessuchasColdStone Creamery,organicproducts,andtheGoodyearBlimpto demonstratetheinfluenceofmarketinganauthenticstory.
  38. 38. 36 H E L P ! F O R W R I T E R S : 2 1 0 S O L U T I O N S T O T H E P R O B L E M S E V E R Y W R I T E R F A C E S B Y R O Y P E T E R C L A R K RoyPeterClarkpresentsastep-by-stepmanualforwriters regardlessoftheplatformfromajournalistpointofviewthatis atruenorthstarforcontentmarketers. InHelp!ForWriters,Clarkwritesaboutthesevenstepsofthe writingprocessanddetails21ofthemostcommonproblems thatwritershavewith210solutionscoveringeverymediaand writingcircumstance. Clarkusesablendofsympathy,humor,andwittycharmthatis anever-presentresourceforanywritingissueI’mfacing.
  39. 39. 37 H O W T O W R I T E S H O R T : W O R D C R A F T F O R F A S T T I M E S B Y R O Y P E T E R C L A R K RoyPeterClark,oneofthemostinfluentialwritingteachersand respectedjournalist,provideswritersandmarketerswithan insightfulandpracticalbookonhowtowriteeffectiveshort-form content. Short-formwritingisanessentialskillintheInternetageand Clarkprovidesaguideonhowtowriteeffectiveandpowerful headlines,titles,tweets,salespitches,etc.foralmostevery situation. Asamarketerbeingconciseandwritingshort-formcontentisa constantsourceoftroublewiththevariousmediainvolvedinthe currentmarketingenvironment.Clarkdetailshowtodothis regardlessofthemediumprovidingagreatreadthatshouldbe onthebookshelfofanycontentmarketer.
  40. 40. 38 T H E A R T O F E X P L A N A T I O N : M A K I N G Y O U R I D E A S , P R O D U C T S , A N D S E R V I C E S E A S I E R T O U N D E R S T A N D B Y L E E L E F E V E R LeeLeFeverthefounderofCommonCraft,acompanyknown aroundtheworldformakingcomplexideaseasytounderstand throughshortanimatedvideos. TheArtofExplanationisaguidetobecominganexplanation specialist,helpingaudiencesfallinlovewithyourideas, productsorservicesthroughbetterexplanationsinany medium. ExplanationsformthecoreofcontentmarketingandLeFever providestheplan,package,presentstructureprovidingthe writingstepstocreateaneffectiveexplanation.LeFevergives marketersadifferentandcomplementarybooktoalltheother writingbooksouttheredetailingexplanation,acriticalelement incontentmarketing.
  41. 41. 39 T H E T I P P I N G P O I N T : H O W L I T T L E T H I N G S C A N M A K E A B I G D I F F E R E N C E B Y M A L C O L M G L A D W E L L Best-sellingauthorMalcolmGladwell,inTippingPointexploresthe tippingpointphenomenon.Thetippingpointiswhenanidea,trend, orsocialbehaviorcrossesathreshold,tips,andbecomespartofthe massconsciousness.Gladwell’smainideaisthatideas,products, messagesandbehaviors“spreadjustlikevirusesdo”isametaphor toexplainthegrowthof“word-of-mouthepidemics”. Threepivotaltypeshelptotriggerthetippingpointincluding Connectors,sociablepersonalitieswhobringpeopletogether; Mavens,wholiketopassalongknowledge;andSalesmen,adeptat persuadingtheunenlightened.Thetippingpointphenomenonisa bookthatwillchangethewaybusinessesandmarketersthinkabout sellingproductsanddisseminatingideas. TheTippingPointhelpsmarketersunderstandthecriticalmoment whenaproductorservicegoesfrommediocritytoexcellence. Gladwellprovidesalessscientificandmoreculturalexplanationthat challengesyoursensibilitiesandbroadensyouroverallperspective.
  42. 42. 40 S T A R T W I T H W H Y : H O W G R E A T L E A D E R S I N S P I R E E V E R Y O N E T O T A K E A C T I O N B Y S I M O N S I N E K ThemainthesisistheGoldenCircleconcept,whichshowsbusiness leadershowtoinspireinsteadofmanipulatingcustomersoremployeesto act.Thecentralideaofthegoldencircletheoryis,peopledonotbuywhat acompanydoes,peoplebuywhytheydoit.Thisbookwillchangeyour mindsetandlookatorganizationsandmarketingmessagesina completelydifferentmanner. Sinek’stheoryprovidesevidenceofhowmostcompaniescommunicatein anuninspiringmanner.Sinekexplainsthattrustisbuiltinanauthentic waywhenyoutargetcustomersthatunderstandandbelieveinyour WHY.ThephilosophyandtheorydetailedbySinekprovidegreatinsight andevidenceformarketersfocusedonbrandimage,brandmessages,and marketingcommunicationswithaguidetohowsuccessfulorganizations communicate. Thethreekeytakeawaysforinboundmarketersisalignment, incorporatingthe“Why”intomarketingcopy,andredefiningbuyer personas.Sinekusesawidevarietyofreal-lifeexamplesofexceptional organizationstoprovideaclearvisionofwhatittrulytakestoleadand inspire,differentiatingyoufromthecompetition.
  43. 43. 41 M A D E T O S T I C K : W H Y S O M E I D E A S S U R V I V E A N D O T H E R S D I E B Y C H I P & D A N H E A T H MadetoStick,expandsonMalcolmGladwell’sTippingPoint expandingfurtheronthestickinessofideasandhowtheyspread. TheHeathbrothersdetailhowabrandcantellastoryandastep-by- stepapproachonhowtodoitsettingthisbookapartfromGladwell’s work. ChipandDangivemarketersanapproachtomakingmessagesthat resonate(stick)withyourtargetaudiencedifferentiatingyour organizationfromtheclutterinthemarketplace.Thefocusofthe bookexploreswhysomeideasthrivewhileothersdieandhowto improvethechancesofworthyideasdetailingtheDNAofsticky ideaswithaframeworktomakeideasstickier. Thebookcontainsablendofcasestudiesandthought-provoking researchdetailingtheessentialelementsofwinningideasthathad melaughingandengagedinthefirst15pages.
  44. 44. 42 T H E P A S S I O N C O N V E R S A T I O N : U N D E R S T A N D I N G , S P A R K I N G , A N D S U S T A I N I N G W O R D O F M O U T H M A R K E T I N G B Y R O B B I N P H I L L I P S , G R E G C O R D E L L , G E N O C H U R C H , A N D J O H N M O O R E ThePassionConversationisacomplementarybooktoSimonSinek’sStart withWhythatIrecommendreadingafter.Theauthors’premiseisthatto succeedyouneedtomakepeoplefallpassionatelyandmadlyinlovewith yourorganizationoryourcausewiththeconceptthatconversationsspring frompassions,notproducts. Theauthorsdetailthethreemotivationsforpeopletotalkaboutbusinesses andcauses,theideathateverymarketingproblemisapeopleproblemin disguise,marketingmaterialsareconversationtools,andhowcustomer communitiessustainwordofmouththatcreateafinancialimpact.The authorsprovideaframeworktobuildathrivingandloyalcommunityand drivemeaningfulconversationsthatultimatelyimpactthefinancialsuccess ofyourbusiness. ThePassionConversationgivesmarketersaquickandsmartbookbasedon thelatestacademicresearchcombinedwithpractical,real-worldexamples provinghowanybusinesscanigniteandnurturelong-termwordofmouth marketing.
  45. 45. 43 T H E S O C I A L M E D I A M A R K E T I N G B O O K B Y D A N Z A R R E L L A TheSocialMediaMarketingBookisagreatintroductionto socialmediamarketing. Zarellacoversthesocialmedialandscapeincludingan overviewofthedifferentsocialmediatoolsusedby marketers. Thisbookisoneofthemostuser-friendlybooksdesignedfor beginners.Ihighlyrecommendthisastheplacetostartand buildyoursocialmediamarketingknowledgebase.
  46. 46. 44 T H E A R T O F S O C I A L M E D I A : P O W E R T I P S F O R P O W E R U S E R S B Y G U Y K A W A S A K I A N D P E G F I T Z P A T R I C K GuyKawasakiisaleadingauthorityinmarketing,best-selling author,andpreviouslyheldesteemedmarketingrolesatCanva, Apple,andGoogle.PegFitzpatrickisasocialmediastrategist innovatingtheworldofsocialmedia.She’sspearheadedsuccessful social-mediacampaignsforMotorola,Google,Audi,Canva,and Virgin. GuyandPegprovideabottom-upstrategythatdeliversafocused, thorough,andengagingpresenceonthemostpopularsocial-media platformswithoveronehundredpracticaltips,tricks,andinsights. TheArtofSocialMediaexplainsthestepstobuildyourfoundation, gatherdigitalassets,optimizeyourprofile,attractmorefollowers, andeffectivelyintegratesocialmediaandblogging. KawasakiandFitzpatrickprovidesafun,easy-to-readbookwith solidsocialmediastrategypresentedinalogicalorder,whichisnot easyconsideringithasmainlytechnicalinformation.
  47. 47. 45 I N F L U E N C E M A R K E T I N G : H O W T O C R E A T E , M A N A G E , A N D M E A S U R E B R A N D I N F L U E N C E R S I N S O C I A L M E D I A M A R K E T I N G B Y D A N N Y B R O W N A N D S A M F I O R E L L A BrownandFiorellaarebusinessintelligenceandcustomerexperience authoritieshelpingsomeoftheworld’stopcompaniestosuccessfully communicateandhelporganizationswin.Theauthorsshowbrandshow influencemarketingcanbecomeapowerfulweaponandhowtousesocial mediatobuildonlinerelationships.BrownandFiorellaincludeextensive researchandcasestudiesbuilton20yearsofexperience. InfluenceMarketinglooksathowtoleverageinfluencersandencourage consumersduringthepurchasejourney.InfluencerMarketinghasactionable insightandtoolsthatgobeyondidentifyingandengagingkeyinfluencerswith amethodologymovingfrombrandawarenesstosalesacquisitioninto measuringthecustomerlifetimevalue.BrownandFiorella,providearoadmap toincreasethenumberofleadsandimprovethequalityofleadsalongwitha methodtoconvertmorerapidlywithhigherprofitmargins. Forme,fewbookscapturetheexperienceofleadingauthoritieswiththe researchandcredibilityoftheacademicworldinoneresourcetogive marketersacriticalresourcefordevelopingyourmarketingplan,brand strategy,andsocialmediastrategy.
  48. 48. 46 C O N F E S S I O N S O F A N A D V E R T I S I N G M A N B Y D A V I D O G I L V Y DavidOgilvyiswidelyrecognizedasthecreatorandleadingauthority onmodernadvertisingandcopy.Ogilvycreatedsomeoftheworld’s mostsuccessfulandiconicmarketingcampaignsformanyofthelargest globalbrands. ConfessionsofanAdvertisingManwasfirstpublishedin1963andisan internationalbest-seller,oftenreferredtoasthego-to-guideforsmart advertising.ConfessionsofanAdvertisingManisanamazingbookwith essentialwisdomandpracticalinsightthatstandsthetestoftime. Ogilvyisnotonlyagreatadvertiserandcopywriter,butheisan excellentwriterthatengagesusinghispersonalbrandofengaging wisdom.Thelessonsandgame-changingcreativity,ideas,and philosophyareincrediblepearlsofwisdomformarketerswithtopics thatincludeadvertising(ofcourse),peoplemanagement,officepolitics, corporateethics,andinessencearoadmapforgoodbusinesspractices.
  49. 49. 47 O G I L V Y O N A D V E R T I S I N G B Y D A V I D O G I L V Y WhatcanIsayaboutDavidOgilvythathasnotalreadybeensaid. Ogilvywasthefounderofoneofthelargestadvertisingagenciesin theworld. Thisbookhasprovidedaparadigmshiftinmythinkingwithanew perspectiveonmarketing,advertising,strategy,tactics,andinsight. Ogilvyisamaverickandtruegenius,whosefundamentalideasare asrelevantinhiseraastheyaretoday. ThemainthemeofOgilvyonAdvertising(coinedbyClaude Hopkins)is“Advertisingissalesmanship.” Ogilvy’sbookcontainsseveraloutdatedareas,especially consideringweareintheageoftheInternet,butthecoreelements ofadvertisingandmarketingremainthesamewithbasichuman motivesattheheartofconsumerdecisionmaking.
  50. 50. 48 C O N T A G I O U S : H O W T O B U I L D W O R D O F M O U T H I N T H E D I G I T A L A G E B Y J O N A H B E R G E R ContagiousisanotherbookthatstartswhereGladwell’sTipping PointendswrittenbyJonahBerger,aWhartonprofessor.Berger providesawell-researchedbookthatexplainsthecriticalelements ofhowwordofmouthandsocialinfluenceworksinthedigitaland offlineenvironment. Word-of-mouthgeneratesmorethantwicethesalesofpaid advertisingandistheprimaryfactorbehind20-50%ofall purchasingdecisions.Itisbetween8.5and30timesmoreeffective thantraditionalmedia.Ifyouwanttoknowhowtohaveyour product,solution,idea,orcontentspreadviaword-of-mouth,thisis oneofmyfavoritestoread. Bergerusesstorytellingformatthat'seasytoreadandfullof anecdotesexploringwhatdoesanddoesnotspread.Berger providesapracticalapproachtohelpyourideaorcontenthavea significantimpact,resonatewithyourtargetaudience,andbecome contagious,evenonasmallbudget.
  51. 51. 49 G R O W T H H A C K E R M A R K E T I N G : A P R I M E R O N T H E F U T U R E O F P R , M A R K E T I N G , A N D A D V E R T I S I N G B Y J O N A H B E R G E R IfyouareunfamiliarwithGrowthHacking,itisasetofframeworks,tactics andbestpracticesdesignedtohelpstartupsthinkstrategicallyaboutthe problemofusergrowth.Growthhackingisaphilosophicalapproachto marketingatastartupincorporatingdisciplineslikeproductmanagement, directmarketing,brandmarketing,andengineering. RyanHoliday,best-sellingauthor,acclaimedmarketingguruforAmerican Apparel,andmulti-platinummusicianexplainsthenewgenerationof brandslikeFacebook,Twitter,Airbnb,andDropbox,whoarenotusingthe oldmarketingplaybookandspendingnomoneyontraditionalmarketing. Themainideaofgrowthhackingisthatproductsandbusinessesshouldbe continuouslymodifieduntilfullyoptimizedusingtoolsthatarescaleable, testable,andtrackable. Holiday,providesapracticalroadmapforaFortune500companyora smallstart-uptobuildawarenessandcreateabuzzforaproductor servicesregardlessofyourbudget.GrowthHackerMarketingisaconcise, relevant,andeasy-to-readbookformarketerstounderstandand deconstructthenewparadigmofproductsandservicesinthemodernera.
  52. 52. 50 H O O K E D : H O W T O B U I L D H A B I T - F O R M I N G P R O D U C T S B Y N I R E Y A L A N D R Y A N H O O V E R EyalandHooveruseyearsofresearchandspecificcasestudies combinedwithconsultingexperiencefromavarietyoftechcompanies tocreateHooked.IwouldrecommendreadingthisbookafterGrowth HackerMarketing,becauseitpicksupwhereitleavesoff,providingthe perfectcomplementexplainingthenewparadigminmarketingand productdevelopment. Hookedprovidesapracticalhow-to-guideforbuildingproductswritten forproductmanagers,designers,marketers,start-upfounders,and anyonewhoseekstounderstandhowproductsinfluenceourbehavior. Theauthors’provideafour-stepprocessmodelembeddedsubtlyinto theproductsofmanysuccessfulcompaniestoencouragecustomer behavior. EyalandHooverdetailhowconsecutive“hookcycles”resultin productsthatachievetheultimategoalofbringingusersbackagainand againwithoutneedingexpensiveadvertisingoraggressivemessaging.
  53. 53. 51 R E F E R R A L E N G I N E : T E A C H I N G Y O U R B U S I N E S S T O M A R K E T I T S E L F B Y J O H N J A N T S C H Pushmarketingpracticesareoutdatedandfallingoutoffavor.However, word-of-mouthhasneverfallenoutoffavor.Word-of-mouth,infact, fuelsbusinesstodaybuiltondevelopingandestablishingtrustfrom peoplereferringyourproductorservice. ThemainthemeofthebookistheCustomerReferralCyclemethodfor customerstoreferotherstoyourcompany,andinturn,generateeven morereferrals.ReferralEngineprovidesthescienceandstrategies behindhowpeoplerecommendproductsandservicestotheirfriends. Jantschdescribeshowtotapintotheinstinctanddesirewireddeepin thebrain. ReferralEngineofferspracticalsolutionsonhowtobuildapowerful referralenginebydevelopingasystematic,consistent,andreplicable approachthroughpowerfulcontent,socialnetworking,andbuilding strategicpartnershipswithcasestudiesfromcompaniessuchas Carhartt,SouthwestAirlines,andTerraCycle.JohnJantschprovidesa smartandpracticalguideessentialforanymarketerororganization, especiallyonalimitedbudget.
  54. 54. 52 8 0 / 2 0 S A L E S A N D M A R K E T I N G B Y P E R R Y M A R S H A L L PerryMarshallisadirectmarketingandsalesconsultantandbest- sellingauthor.Perryisaleadingconsultantwhohasconsultedwith thebestmarketers,worldwideformorethanadecade. Themainthemeof80/20istheidea;youcansave80percentof yourtimeandmoneybyfocusingontheright20percentofyour market.Marshallprovidesawaytoidentifyuntappedmarkets, incrementalimprovementsandhigh-profitopportunities,gaining timeandgreaterincomepotential. Thebookisforsalesandmarketingprofessionals,butcriticalforany businessowner.80/20iswell-written,effective,andengaging providingaframeworkthatchangesyourparadigmonhowyoulook atyourprofessionandtheworldaroundyou..Marshallappliesthe 80/20ParetoPrincipletocopywriting,buyingtraffic,scalingtraffic, dominatingmarkets,andsalesconversioncreatingevengreater valueformarketersandsalesprofessionals.
  55. 55. The Top 52 Essential Books for Marketers This list of marketing books is fairly comprehensive, but I may have missed a few books. If you would like to add to this list, please provide feedback by commenting giving the author and title of the book. Also, please provide the reason why you think it should be added to the list. My intent is to provide an updated version in the future. I look forward to hearing from you by commenting on my blog or social media. The Top 52 Essential Books for Marketers and other marketing focused content can also be found on my blog at: http://www.stephenzoeller.com/the-top-52-essential- books-for-marketers/ Please follow me on the following social media platforms: Twitter: @stepzoellermktg Pinterest: pinterest.com/stephenzoeller

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