 MANDATORY MARKETING:
|
|
BRASSINGTON
|
»PRINCIPLES OF MARKETING
Kotler is boring. Brassington Rules!
|
|
SOLOMON
|
»CONSUMER BEHAVIOUR
The standard work.
|
|
FOXALL
|
»CONSUMER PSYCHOLOGY FOR MARKETING.
Very dear Insights! A good extension to the "Solomon".
|
|
FILL
|
»SIMPLY MARKETING COMMUNICATIONS
Marcomms merit a separate study.
|
|
CHAFFEY
|
»INTERNET MARKETING
The Digital Marketing Bible.
|
 EXTENDED MARKETING:
|
|
OGILVY
|
»OGILVY ON ADVERTISING
The insider view of Advertising.
|
|
RIES & TROUT
|
»POSITIONING
Best book on Marketing strategy ever.
|
|
MARK
|
»THE HERO AND THE OUTLAW
Understand the 12 Brand Archetypes.
|
|
AAKER & BIEL
|
»BRAND EQUITY & ADVERTISING
Extremely important collection of papers. The concept of "IDENTITY MARKERS & THE EXTENDED SELF" alone is woth the whole book.
|
|
VEBLEN
|
»THE THEORY OF THE LEISURE CLASS
Veblen's thoughts are still the bible to understanding today's consumer.
|
|
RHEINBERG
|
»MOTIVATION
No one should have anything to do with marketing without fully understanding MASLOW.
|
|
MINTZBERG
|
»STRATEGY SAFARY
Rather theoretical than practical in nature. But I relished this book.
|
|
KIM & MAUBORGNE
|
»BLUE OCEAN STRATEGY
While nothing new under the sun, a refreshing (and practical) reminder to DIFFERENTIATE yourself.
|
|
MOORE
|
»CROSSING THE CHASM
How the new tech products are adopted (in contrast to ROGERS classical theory).
|
|
GLADWELL
|
»The TIPPING POINT
Understand the role of Connectors and Mavens in Viral Marketing, as well as the STICKINESS FACTOR and the POWER of CONTEXT.
|
|
ROSEN
|
»The ANATOMY OF BUZZ
Best book on buzz marketing I've read together with GLADWELL's.
|
|
NEUMEIER
|
»ZAG
Refreshing reminder on how to craft a differentiating, relevant USP.
|
|
CAGAN
|
»INSPIRED
Latest thinking on NPD.
|
 DIGITAL MARKETING:
|
|
WEINBERG
|
»The NEW COMMUNITY RULES
Best practical book on Social Media.
|
|
VAYNERCHUK
|
»CRUSH IT!
Interesting ideas on how to generate inbound links et cetera.
|
