Reading professional literature on marketing and psychology. Igor Mann recommends: books about marketing. Crucial moment. How small changes lead to big changes - Malcolm Gladwell

It's hard enough to find great literature. Worthwhile books on marketing, leadership theory, management and even come across very rarely. In this article, I would like to consider the top ten books on this topic that have gained some popularity and fame.

So, let's go directly to the work that, according to many, should help in achieving success in marketing.

"Selling the Unseen"

Everyone knows that it is much more difficult to sell a service. After all, the client can see or touch the product, as well as test it. Therefore, the seller of services faces a more difficult task - to offer what cannot be seen. He also needs to be able to attract customers to his service, justifying its attractiveness. Many books on marketing are able to give a number of tips and rules, but the mass of experts and readers choose "Selling the invisible".

"Crossing the Chasm"

The best books on marketing cannot be imagined without this work by Geoffrey Murr. This is one of the most famous and popular books, the author describes in detail how to sell your service or product. It is excellently told how to get the client to purchase something innovative, which he has not seen before. Many believe that after reading it, it will be possible to sell even glasses to a monkey.

The best books on marketing are designed primarily to help bring your product to market. Not an exception is "Crossing the Abyss". It will be interesting for both beginners and experienced marketers.

The main idea of ​​the book is that when organizing a new company, everything needs to be carefully thought out, and in particular - strategy. It will largely determine whether the firm will be able to bridge the gap between new technologies and the market.

"The life of F. T. Barnum, as described by himself"

The work, written by Taylor Barnum, introduces the basics of marketing. Books by many authors are ready to give this information, but perhaps this one is the best. This excellent book will tell you how to turn your own importance into money. This work is an excellent motivator for accomplishing, one might say, feats. It is recommended to those who feel tired and lazy. You just need to open it and start reading it.

If you are looking for books on marketing for beginners, then this is the best choice. Thanks to the experience and skills of the author, the reader will learn how to attract an audience and achieve sympathy in the shortest possible time. The Life of F. T. Barnum, as Recorded by Himself, is especially useful for those who are starting to build their business based on the impression they make.

"Marketing Wars"

"Marketing Wars" is a great job that will definitely come in handy for those who are interested in marketing. Authors of books on these topics spend a lot of time to create a quality product. Written by Jack Trout and Al Rice, "Marketing Wars" will appeal to those who have begun to create a personal business based on a certain strategy.

The book compares marketing to military action. After reading it, you will gain knowledge on how to form an excellent strategic scheme in order to avoid the common mistakes that many novice businessmen are prone to.

An interesting feature is the presence of information on how to push your opponent to make a mistake, which can be very deplorable for him. "Marketing Wars" is certainly worth the attention of the reader who wants to get an idea of ​​what international marketing is all about. The book is able to leave a mark on the memory and help to group all your knowledge and skills.

"Psychology of persuasion"

A fairly well-known book by Robert Cialdini. The author is a well-known marketer who knows firsthand what practical marketing is. The book contains a lot of advice, recommendations, as well as stories from life that can turn an ordinary person into an advertising and marketing genius.

There are really working tips on how to attract a client and get him to buy your product or service. In addition, perhaps he will turn into a regular customer.

The psychology of persuasion can help you increase sales and revenue. It can be useful to all beginners and experienced marketers.

"Marketing at 100%. How to Be a Good Marketing Manager"

Igor Mann (author of the book) gives advice and guidance to readers on how to behave in a variety of situations. All of them are based on personal experience. Mann is a fairly well-known and experienced marketer. In addition, the advantage of the book is a simple and understandable presentation. Not every work today boasts an easy writing language. Reading a book is pure pleasure.

"Key numbers. How to earn more using the data you already have"

The book was written by Dimitri Maeks and Paul Brown. It is written clearly and understandably. It reads quite easily. Tells how the reader, who has the definition of skills and knowledge, to use them to achieve the best results. It does not require any additional financial resources.

The book will teach you how to find the most profitable client, allocate available funds wisely, and determine which product or service is most promising. After reading, you will be able to optimize your work as much as possible and get the result soon. Simply put, the reader will be able to use any situation for their own benefit.

"Marketing arithmetic for the first persons"

Another work by Igor Mann. Recommended reading for both beginners and experienced managers. Includes rules and advice on how to optimize your company's performance in the most profitable way. The book provides all the answers to especially common questions. Written in fairly simple language. After reading the book, businessmen, shareholders and others will be able to significantly increase their income and attract additional customers.

"Crucial moment"

Written by renowned marketer Malcolm Gladwell. The book will tell about how quickly new ideas, technologies, products and so on can spread. Although much will seem familiar, it will be shown in a slightly different way.

Why are some technologies able to turn almost the entire familiar world, while others go unnoticed? The reader can find the answer to this question in The Tipping Point. The book will also tell you how to influence such processes and change them for your own purposes. "Tipping point" allows you to look at the familiar world and objects from a completely different angle.

"Purple Cow"

Seth Godin (author) will tell readers how to attract customers to a service or product. The most effective methods are presented. There is also a list of unusual items that can help with this task.

An interesting example of a special item is the Purple Cow. In his opinion, no one will be able to pass by such an object, and even more so potential buyers. How to form such a creature, imagine and make a profit, this book will tell.

Finally

So, the ten best books on marketing, according to many readers, have been considered. Of course, you should not hope that these works will provide all the answers and help create a large company that will allow you to bathe in gold. However, books may well introduce you to the basics of marketing and give a number of tips that will definitely not be superfluous. In addition to them, it is quite easy to find works by other authors who can provide additional information.

A professional marketer is not only a person who knows everything about his business niche. First of all, he must know how to promote the goods or services of his company, what methods and tricks are appropriate to use at the right time. You can learn this art on your own, using your own mind and knowledge, or you can achieve this goal much faster: just use the experience and advice of true gurus in this business area. We bring to your attention the top 10 best books on marketing, advertising and sales that will help you comprehend the science of marketing from the very beginning and carry the intimate knowledge of recognized masters who have gained experience through hard and tireless work.

TOP-10: The best books on marketing and advertising for marketers and PR specialists rating for 2017-2018

1. "Basics of Marketing"

The first book that anyone planning to become a marketer needs, it is even called the "bible of marketing". The essential advantages of this publication are the complexity of the information that is provided in it and a large number of real examples from the practice of some companies that clearly demonstrate the ways and methods of applying marketing skills. We want to warn you right away: the book is already many years old, so some of the data may seem outdated. However, the book is constantly being reprinted and updated with relevant and necessary information. Today, when buying, you should focus on the fourth edition of this invaluable source of knowledge.

• Basic knowledge and theory of marketing;
• Real examples of successful application of marketing;
• Clear description of the material.

2. "Marketing without a degree"

If the first recommended book is the basics and theory, then the work "Marketing without a degree" is a description of the most sensible and useful practical marketing techniques. Its author, in a fairly understandable and easy-to-read format, talks about ways to promote goods and services for small and medium-sized businesses.

The book describes the main marketing tools, and it will also allow you to learn how to convince people to buy your product, and only honest business methods will be used.

✅ What can be learned and why this book is good:

• Visual description of marketing tools;
• A large number of practical examples of the successful application of marketing in the niche of small and medium-sized businesses.

3. "Zag: A different marketing manifesto"

A brand is an important and probably the most important marketing tool. If you are interested in information on how to properly use an existing brand or how to create a new one, then this book will definitely come in handy. An interesting scientific work from Marty Neumeyer will teach you to identify a brand with a reputation and explain how important it is to increase sales of a company's products.

With its help, you can understand that there is no good or bad product for the consumer, but there is a "necessary" and "other".

✅ What can be learned and why this book is good:

• The most complete guide to branding;
• Vivid and illustrative examples;
• The book is included in the Top 100 business publications.

4. "Purple Cow"

The Purple Cow by Seth Godin can be called an applied textbook on the introduction and successful sale of new types of goods and services. The author suggests how to make your product stand out and memorable for customers, and this is already half of a successful and profitable deal.

Former vice president of marketing for Yahoo! will teach you how to use a non-standard type of thinking that can attract new customers and customers.

✅ What can be learned and why this book is good:

• Description of the benefits of using small markets;
• Suggest new and enticing ways to attract customers;
• Will give an understanding of the risks and benefits of introducing new ideas.

5. "Be different or perish"

Another book about the need for brand development and how to use it. Unlike The Purple Cow, it is written in a more dry and professional language, so we advise you to study it after reading the work of Seth Gordin.

Scientific work will tell in more depth about brand promotion, rebranding methods and other nuances related to this area of ​​marketing.

✅ What can be learned and why this book is good:

• You can find a free electronic version on the Internet;
• Detailed description of brand promotion methods;
• It will help you create your own, unique and irresistible brand.

6. "Marketing hack"

Description of the practical ways of applying marketing on the example of the monster of telecommunications - the company "T-Mobile". The author of the book, a marketer with twenty-five years of watch, will show what results were achieved with the application of the methods suggested by him after they were implemented in this firm. And they are quite significant: a 50% increase in sales, a triple increase in investments and a triple increase in recognition. The methodology is based on the use of accurate scientific data and several studies made by various economic organizations.

✅ What can be learned and why this book is good:

• Description of a new innovative type of marketing;
• The research of the prestigious Nobel Prize winner was used as a basis;
• A clear explanation of the desires and aspirations of buyers, as well as a description of how to meet and create demand for the product.

7. "Revelations of an advertising agent"

The first marketers were advertising agents of companies. The invention of catchy, juicy advertising slogans and bright logos fell on the shoulders of these business representatives. Therefore, for a modern marketer, it will be interesting to read the description of the work of the company "father of advertising" - David Ogilvy. He founded his advertising agency at the age of 38 and after a while became a partner of the richest and most influential international companies.

The benefits of advertising, information about how to promote it, the need for scientific research for successful marketing - this is just a small list of useful information that can be extracted from the career description of the world's most successful advertiser.

✅ What can be learned and why this book is good:

• Over a million copies of this book have been published and purchased;
• The book will clearly show what benefits can be derived from the right advertising campaign;
• Interesting and easy to read text.

8. Word of mouth marketing

What is important for you when choosing goods and services? There are many such factors, but one of the main ones was, is and will be the opinion of people dear to you. The book "Word of Mouth Marketing" will teach you how to use "word of mouth" to spread profitable and useful information about your services or product.

The book also shows the benefits of using social networks when using competent guerrilla marketing.

✅ What can be learned and why this book is good:

• Description of dozens of working methods of marketing;
• Examples of low budget marketing available;
• Clear and accessible presentation style.

9. "How to come up with an idea if you're not Ogilvy"

Do you want to learn how to independently generate ideas for successful marketing? Then read the work of the Russian marketer Alexander Ivanov. The book will be useful not only for beginners: it will help to cope with the creative crisis of already established masters of their craft.

✅ What can be learned and why this book is good:

• Explain the value of a new and fresh idea in advertising;
• Helps to deal with a creative crisis;
• Contains a large number of useful and invaluable marketing tips.

10. "Marketing without a budget"

No wonder they say that everything is ingenious - simple! So the author of the book, using illustrative examples, demonstrates that most of the productive methods of marketing are simple to disgrace in application and implementation.

The book contains 50 low-budget and effective marketing methods that can be used even if there is no budget at all: we advise all beginners in this business to read them.

✅ What can be learned and why this book is good:

• A lot of real examples of simple and affordable marketing;
• Incredibly high efficiency;
• Good ideas for small and medium businesses.

Who is this collection of books for?

It will be useful to many: these books are worth reading for beginners and successful marketers, leaders of large, medium and small businesses, HR managers - in general, all people who are directly involved in commercial activities and want to achieve real success in this field. The proposed rating of the most popular books on marketing includes works written in an understandable language, so it will be much easier to assimilate the information received from them than from abstruse textbooks. Accessibility, the amount of knowledge and ideas, usefulness - these are the main principles on which the selection of this literature was made.

We have released a new book, "Social Media Content Marketing: How to get into the head of subscribers and make them fall in love with your brand."

Subscribe

When creating advertising, you can rely on natural genius or draw ideas from professional literature. If you are waiting for a signal from outer space, my article will no longer help you, and if you adhere to the second scenario, then I advise you to pick books meticulously and immediately weed out heresy. In this article, I will recommend you some of my literary sources of inspiration, which I was not sorry to spend time on, I hope these books on advertising will be a useful acquisition for you too.

How to recognize a book that will be useful

Learn from those you want to be like. A bad shoemaker masterfully makes bad boots. And the people who make bad ads will teach you how to make damn bad ads. Read the author whose opinion you consider authoritative.

It is wrong to delve into academic marketing and try to create according to its canons. Do not confuse advice with laws. The authors advise, but do not set tasks. If you decide to implement the proposed strategy in practice, clearly understand whether it applies specifically to your case. For example, don't use Kotler's Marketing Essentials tips when creating creative ads.

Remember: The creative person reads Trout, Kotler reads for economics students.

Horcruxes of my professionalism: ranking of the best books on advertising

David Ogilvy "Confessions of an Advertising Agent"

I advise you to start with the classics. David Ogilvy wrote Confessions of an Ad Agent almost 50 years ago, but his advice remains relevant to today's advertisers. This motivating story of an ambitious native of Scotland has become a bible for fellow contemporaries and many generations of young professionals. Ogilvy relies on the loyalty and love of the client, so no aggressive marketing, only creativity.

• Number of pages: 240
• Elapsed time: 4 hours
• My usefulness rating:
  4 out of 10

David Ogilvy "About Advertising"

Ogilvy is a classic you need to know. The book is helpful for beginners. It helps to understand the essence of marketing, to be inspired by the idea that "the buyer is not an idiot, but your wife." Ogilvie's techniques are already outdated in many respects and will not become some kind of discovery for the reader. However, the psychology of buyers remains the same, and the father of advertising talks about this in great detail in his book.

• Number of pages: 240 (a lot of illustrations from magazines and newspapers)
  Time spent: 3 hours
• My usefulness rating: 3 out of 10

Claude Hopkins "Scientific Advertising"

Hopkins wrote the book in 1923. He concisely, but in detail describes the methods of influencing a wide audience. The author of the book taught the whole world to use a toothbrush every day: he read in a medical reference book about plaque and told in an advertising campaign that Pepsoden paste eliminates it. On his advice, David Ogilvie learned to make advertising.

I read this book in my freshman year at university and it gave me a basic understanding and understanding of the world of marketing. An experienced specialist will not get any practical benefit from reading it, but for beginners, I recommend spending an hour of free time, especially since the book is widely available and easy to download for free or read online.

• Number of pages: 128
• Time spent: 1 hour
• My rating of usefulness: 5 out of 10

Martin Lindstrom Buyology. A fascinating journey into the brain of the modern consumer"

If you are studying the psychology of those for whom goods and services are produced, I advise you to pay attention to this book. It is based on a massive neuromarketing study worth over $7 million! Lindstrom writes about marketing tricks: brand logos, health warnings, sexual overtones in advertising. The book will contradict everything you've been convinced before, but Lindstrom explains in great detail why you're wrong.

• Number of pages: 240
• Elapsed time: 4 hours
• My rating of usefulness: 7 out of 10

Alexey Ivanov "How to come up with an idea if you are not Ogilvy?"

There is a stereotype that advertising is outrageous, performance, “I am an artist, I see it this way”, and computational operations are swear words. And only those who have already graduated from the university and have begun to boil in the marketing broth understand that it is pointless to call yourself a humanist in this industry, because advertising is technology. And it is this side of the advertising business that Ivanov opens up.

His entire book is a physics textbook for marketers. Imagine chapters with titles: passage to the limit, intentional symmetry breaking, hidden reserves.

For example, Ivanov describes the method of passage to the limit. Its essence is to demonstrate the maximum properties of the object. Applying to advertising: crystal clear dishes are the end result of a dishwasher. Therefore, an advertisement may look like this: on a white background there is a glass that can be seen only when wine is poured into it. The product provides such crystal clearness. And there are many more such examples.

I was convinced that his theorems are applicable and work like clockwork.

• Number of pages: 240
• Time spent: 2 hours

Alastair Crompton "Advertising Text Workshop"

What is the difference between a professional advertising text and an amateurish one, how to write a quality product - read on the pages of this book. Immediately I warn you that the book is for beginners who are just entering the profession. There are many examples of print, television (text) advertising, but they certainly will not surprise an experienced marketer.

• Number of pages: 243
• Time spent: 1.5 hours

Idris Muti "Branding in 60 minutes"

A useful collection of creative solutions and brand promotion strategies. Muti works with P&G, PepsiCo, HTC, so his point of view on branding can and should be considered authoritative. you will read it in an hour and a half, but during this time you will understand why Apple is a lifestyle, and other giant companies from the same niche are forgotten by consumers. Muti offers proven strategies from around the world that turn a product into a recognizable brand. The book is written very easily and naturally.

• Number of pages: 256
• Time spent: 1 hour
• My rating of usefulness: 8 out of 10

Hamish Pringle "Ad Stars"

The book is devoted to a local problem, which marketers used to talk about in passing: how the face of a celebrity works in advertising. This is a very short special course on attracting show business stars to advertising campaigns: risks, benefits, prospects. Which commercial union can be considered a profitable investment, and which one can be considered an expensive senseless outrageous, Pringle will tell with feeling, with sense, with arrangement. The book is a comprehensive analysis of the problem with sound solutions and real life examples. They will explain to you how to do it and what will come of it.

• Number of pages: 432
• Elapsed time: 4 hours
• My rating of usefulness: 8 out of 10

Alexey Ivanov "Advertising. Game on emotions»

Ivanov in great detail, using the example of hundreds of marketing practices, analyzes the most powerful lever of influence on the consumer - emotions. According to Ivanov, there are seven of them: envy, curiosity, fear, love, greed, vanity and guilt. You can create advertising using at least one emotional lever, and, according to the author, its effectiveness will increase tenfold.

Ekaterina Lapteva

• Number of pages: 256
• Time spent: 1.5 hours

Nicolas Koro, Sergey Pavlov, Igor Kozulya “Marketing Dracula. The art of making money on human fears

The authors have a great sense of humor, so you will not be bored when reading this book. A fascinating story about how to appeal to consumer fears for your commercial purposes. The structure of the book - chapters on phobias and how to act as an advertiser, lobbying their interests. The authors are not unfounded - for every fear they give the reader an example of the practical application of their tactics. I do not think that they will open the America of marketing to you, but for a bored mind, a good charge of positive and, perhaps, an impetus to the birth of a creative solution.

• Number of pages: 224
• Time spent: 2 hours
• My usefulness rating: 10 out of 10

Joseph Heath, Andrew Potter "Riot for Sale"

This is an unconventional approach to creating advertising: a protest against mass culture and the promotion of individualism. Heath and Potter offer an alternative market for consumers who don't want to just consume. The marketing ploy is to sell a revolutionary departure from the created patterns, manifested in clothing, music, lifestyle. Believe me, people are willing to pay good money for the counterculture, because being “not like everyone else” is also a social status. But how to create an unconventional approach and sell it to customers, Potter and Heath will tell with some irony on the pages of their book.

Don't be afraid to experiment. Enjoy reading.

• Number of pages: 456
• Elapsed time: 8 hours
• My rating of usefulness: 9 out of 10

Hristo Kaftandzhiev "Sex and Violence in Advertising"

There are a lot of decent illustrations in the book. Christo sorts out all the hidden desires of customers and tells how to manipulate them. This is not an abstract reasoning of the author about the influence of sex on the marketability of goods and services, but a scientific explanation of how and why it works.

The author highlights the difference between female and male perception of sexuality. He classifies the types of sexualized advertising, explains the main strategies: from semiotics to visual performance. Everything is very detailed and appetizingly exciting. And yet - it will always work, because "sex sells itself"!

• Number of pages: 496
• Elapsed time: 8 hours
• My rating of usefulness: 9 out of 10

Seth Godin "Purple Cow"

If you see a purple cow among the ordinary ones, you will be surprised. So be surprised to tell your friends. And they, too, will be surprised and, perhaps, will go to look for the very field where an unusual animal grazes. Seth Godin says that you can continue to sell the same products using standard promotion methods, or you can create a unique offer. The book contains hundreds of specific examples and strategies based on two paradoxes: safe means risky, very good is bad.

Godin inspires hard work to create something innovative. I recommend reading it, for sure.

• Number of pages: 160
• Time spent: 1 hour
• My rating of usefulness: 9 out of 10

Jack Trout, Al Rice Marketing Wars

An alternative approach to advertising campaigns is war. Trout and Rice believe that marketing is military action against competitors, and consumers are territory to be conquered. The authors explain this method by the principles of the military leader and strategist Karl von Clausewitz. Strange associations, but, believe me, after reading this book, you will also look at marketing from a different angle. I thought about the fact that in practice tricks work to help outwit the consumer, and not friendship with him. The authors give specific examples of the application of their theory.

• Number of pages: 304
• Time spent: 1.5 hours
• My usefulness rating: 10 out of 10

Jay Conrad Levinson Guerrilla Creativity

Memes from the Internet have migrated to real life, and people are ashamed not to know them. It is with local jokes from the network that marketing guru D.K. advises to operate in his advertising campaigns. Levinson.

A meme is a message that evokes the same associations in an entire generation. So if you're sticking to the out-of-the-ordinary (and low-cost) methods of dealing with competition in today's marketplace, create a catchy symbol, a joke, an image that will inspire confidence in your customers. Creative Levinson will help you with this.

• Number of pages: 320
• Time spent: 1.5 hours
• My usefulness rating: 10 out of 10

At last I will tell you...

Books summarize the experiences of professionals. Marketing geniuses felt their way, made mistakes, drew conclusions, and then wrote 200 printed pages about it so that young specialists would not tear their hair out and arrange ritual dances with a tambourine. That is why you need to read professional literature. .After all, it is very stupid to reinvent the wheel where it has already been invented.

If you think that you already have nothing to bring to the advertising industry, because “I was born very late, everything was invented before me” - you are wrong. We steal everything like artists - we imitate, but we add something of our own. No book in the world will give you a universal recipe for success, but it will tell you what can work in a similar situation.

I often turn to professional literature to get a hint, but not a ready-made solution. Trite, but the book is a coach who leaves the end of his lecture open.

Marketing is evolving at a crazy pace in the digital age. New tools, platforms, tactics, algorithms and applications.

It is now more important than ever to develop a deep, fundamental understanding of the framework and strategies you will need to be effective. Whether you are just starting out in the field or have already established your career, having this knowledge is critical.

And this is where reading comes in handy. Some of the most successful people in the world read a lot throughout their lives.

For example, Warren Buffett, one of the most successful investors in the world, worth over $80 billion, stated that he read 600 to 1,000 pages a day early in his career. He still spends 80% of his day reading.

And he's not just an exception. According to a study conducted among 1,200 wealthy people by Steve Siebold, a professional speaker and sales management training expert, they all had one thing in common: they learn through reading.

Your reading habit can directly affect your professional and financial success throughout your life. Wherever you are on your journey in your marketing career, you will become a more effective marketer as you build your knowledge base by reading these best marketing books.

Top 10 Marketing Books

While traditional marketing delivery methods are slowly fading away to make way for the new digital paradigm, the underlying strategies have not changed. Shipping methods may change, but the fundamentals will never change.

1. “From good to great. Why some companies make breakthroughs and others don't…” - Jim Collins

Describing concepts like the big hairy audacious target, the fox and the hedgehog, and the flywheel will make you question what you're doing right and what you're doing wrong when it comes to implementing marketing strategies to grow your business.

2. The New Rules of Marketing and PR: How to Use Social Media, Blogs, Podcasts and Viral Marketing - Scott, David Mirman

While there are tons of great books on social media marketing, this is one of the best social media marketing books out there and Scott got there first!

This is a fruitful work on the tools, methods and psychology of effective social media marketing. Already in its third edition, this book remains the most influential and profound work on the subject.

3. “Positioning. Battle for the Mind - Al Ries and Jack Trout

Trout and Rice are pioneers in the industry and pioneered the concept of branding. This is the first and one of the best marketing books for solving communication problems with the skeptical, media-weary consumer.

He develops a revolutionary approach to building a position in the mind of the customer by sharing information, not selling - the earliest references to what has since become content marketing.

The book explores the concepts of branding, thought leadership, and follow-up products to build a reputation for your business that can keep you in the loop with consumers. This classic is a must read!

4. “Marketing according to Kotler. How to create, win and keep the market - Philip Kotler

The name Kotler is synonymous with marketing. He is one of the most influential marketing professors in academia and a professor at the Kellogg School of Management.

This is one of the best marketing books on the basics of marketing and a must read for everyone from beginners to experts. It covers the basics in an in-depth yet easy-to-understand way that will make you better at what you do.

5. “Crossing the Abyss. How to bring a technology product to the mass market - Jeffrey Moore

Another classic! The fundamental concepts in this book are critical if you are working with technology enterprises.

It explains how products are received and what customer behavior is like at different stages of the sale. If you're developing conversion strategies and doing content marketing or other engagement strategies, this book can give you a psychological insight into your customer behavior to help you build effective lead funnels.

This will help you understand why and how early adopters, futurists, prime buyers, and laggards make purchasing decisions, which is fundamental to your marketing approach. This is a must read for every marketer!

6. "Trout About Strategy" - Jack Trout

Another Jack Trout classic, this book is all about developing effective marketing strategies. In fact, this is a wonderful “strategy for dummies” book that covers the topic from the basics to more advanced strategic approaches.

7. “Predictable irrationality. The Hidden Forces That Determine Our Decisions - Dan Ariely

Effective marketers know that customers often buy based on emotion and then justify their buying decisions. This book gives you fascinating examples of our irrational behavior and critical concepts and lessons that every marketer should be guided by.

This is a great read and a great introduction to behavioral economics from a psychology professor. These insights dive deep into a fascinating topic that affects every marketer and should influence every strategic marketing approach.

8. “All marketers are liars. The talent to create the stories this incredulous world is waiting for.” – Seth Godin

Godin has written 18 worldwide bestsellers, so it's hard to pick just one of his books to add to this list. But this book stands out as one of the most relevant resources in today's marketing landscape.

It's hard to cut through all the noise in a crowded, loud world to really impact your audience. Godin shows that the most important tool at your disposal is your authenticity and storytelling ability.

9. Everyone Writes. Your Go-To Guide to Creating Ridiculously Good Content – ​​Ann Handley

As marketers, we all know that content plays an important role in our overall strategy. With more companies investing heavily in content, it can be difficult to make your content stand out.

Handley is a digital marketing pioneer and current Chief Content Officer of MarketingProfs, one of the most influential online educational resources for marketers. This book is a Wall Street Journal bestseller for a reason. Handley provides actionable solutions to help you create, produce and publish content that truly attracts and retains your customers.

Regardless of your role, you'll gain valuable insights into creating content that will drive your marketing strategy and deliver great results. There is no Russian translation of this book yet.

10. “Contagious. Psychology of word of mouth. How products and ideas become popular.” – Yona Berger

A world-renowned social influencer and word-of-mouth marketing expert and Wharton marketing professor, Berger analyzes what makes some things popular.

This New York Times bestseller sheds light on what drives word of mouth and social transmission. Learn actionable insights on how to take your ideas to the next level and make them contagious.

In the world of viral hits, learning these techniques can give your brand a big boost.

Marketing today is equal parts art and science. While the delivery tools and methods have changed, the fundamental practices, psychology, and strategy have not.

As consumers become more informed in terms of their buying process, marketers must adapt and embrace new ways to reach them.

Written by some of the industry's leading thinkers, these 10 books can help you develop the fundamentals and find strategies to help you succeed in today's marketing business. They also give you a lot of information on how to tackle branding, positioning, targeting, building, and delivering your marketing message.

As a marketer, you have a powerful tool - your knowledge. Staying up to date with tactics, techniques, strategies, and delivery methods for your message is key.

By developing a good foundation of fundamentals, you will be able to understand the psychological and practical aspects of new delivery channels as they emerge, giving you an edge over your peers!

If someone tells you they know everything about marketing, don't believe them! There is always the opportunity to expand knowledge and take useful techniques, tricks and life hacks into the piggy bank.

Keep a selection of what entrepreneurs, small and large business owners, Internet marketers, copywriters, sales managers should read: the best marketing books in one article from fundamental for beginners to publications for professionals.

Read, apply, improve the result!

1. Philip Kotler "Fundamentals of Marketing", 2018

About what: market analysis and segmentation, assessment of needs, needs and requests, product testing in the market, value as a product value, advertising skills - the main thing for beginners.

After reading: the book will allow beginners not to drown in the abyss of information and understand the principles of marketing.

Quotes:

“The goal of marketing is to make marketing efforts unnecessary. Its goal is to know and understand the customer so well that the product or service will fit the customer exactly and sell itself.”

“…products are essentially sets of features, and people choose products that provide them with the best set of benefits for their money.”

2. Daniel Kahneman "Think slow... decide fast", 2017

About what: demonstration of the work of the mind, the process of thinking of two types - slow and fast. Why do we make irrational decisions and act thoughtlessly? Reason, logic, experience, knowledge, emotions - what influences our actions?

After reading: get acquainted with the illusions of truth and understanding, the effect of mood and halo, autocorrect, the influence of intuition and chance on thinking and actions. This will give an understanding of how people make decisions, what and why they make mistakes, what drives them and how to influence their conscious and unconscious.

Quotes:

"The tendency of the mind to simplify everything leads to erroneous judgments."

"... the thought of money gives an attitude towards individualism: unwillingness to interact with others, depend on them or accept their requests."

“...faced with a difficult question, we answer an easier one, usually not noticing the substitution.”

3. Jim Collins Good to Great, 2012

About what: A 6-year study that perfectly illustrates why some people manage to take Olympus, while others do not. The results are based on an analysis of the experience of Gillette, Nucor, Circuit City, Philip Morris and other well-known brands.

After reading: find out what elements, conditions and success factors are needed to move to a new level - from good to great. The authors promise that everyone will be able to change the company's strategy beyond recognition and achieve excellent results. Shall we try?

Quotes:

“Companies that have been great have basically not focused on what to do to be great; they focused on what not to do and what to stop doing immediately.”

“Companies that have achieved outstanding results have created consistent systems with clear limits, but they have also given people freedom and responsibility within those systems. They hired disciplined people who didn't need direct supervision and put all their attention on running the system, not the people."

4. Jack Trout “Differentiate or die! Survival in an era of deadly competition”, 2010

About what: building effective marketing, decision-making, not just for survival in the fierce competition, but also for the successful prosperity and growth of the company. Twenty-three chapters are filled with useful information, recommendations, ideas, examples and real cases of brand successes and failures.

After reading: you will understand why and how to differentiate, develop a promotion strategy, outperform competitors and build a brand. You will also learn what not to do in any case.

Quotes:

"A leader who is embarrassed to brag is a godsend for competitors."

"Consumer feedback means that any complaint is a gift to you."

"Having once gone against all, one must continue to go against all."

5. Eliyahu Goldratt "Goal", 2016

About what: competent business building, logical thinking and decision making, the importance of a "cold" mind and avoiding adventures. The business novel combines an interesting story about a crisis in an enterprise and useful recommendations for getting out of a negative situation. It's hard to read, but it's worth reading in full.

After reading: there will come an understanding of how the enterprise works, what are the ways of optimization. You will navigate modern business. Understand how to calculate the result based on your actions.

Quotes:

"...the concept of" performance "does not make sense if you do not know what your goal is."

"... the only thing that can cause surpluses is excess labor."

6. Phil Barden, Hacking Marketing, 2017

About what: why people buy and what their desires are. Hacking made it to the list of marketing books thanks to its excellent, unhackneyed examples, practical material, and food for thought.

After reading: Phil will make you think and look at the consumer's world differently. You will surely come up with interesting ideas for a marketing strategy. You will understand what is really important for people, how they buy and what you should change in your campaign.

Quotes:

“The neurology of buying decisions is based on a simple equation: net worth = pleasure - pain. The higher the net worth, the more likely it is to buy.”

“We have no absolute idea of ​​the value of a given facility, service or experience, even if we are perfectly informed. All we can do is compare similar things. I compare my lunch to other meals, not to cars, trips, or laundry.”

7. Andy Sernowitz Word of mouth marketing. How smart companies make themselves talk”, 2016

About what: word of mouth effect in business as an effective promotion technology. The book is written as a practical guide with case studies and proven advice.

After reading: you can turn on word of mouth to be recommended to friends and acquaintances, write rave reviews, talk about the company and product. And you can turn it off if necessary.

Quotes:

“The main thing here is honesty and admiration. And the ability to make people happy.”

“Negative feedback is your chance. Listen to them and draw your own conclusions."

8. Allan Dib One Page Marketing Plan. How to find new clients, earn more money and stand out from the crowd”, 2018

About what: a new practical approach in marketing for drawing up an action plan to promote products and increase sales.

After reading: draw up a personalized marketing plan and use it to take the first steps in business, and then ensure the growth and development of the business. You are separated from the goal by 9 points and 3 stages.

Quotes:

"Priority, simplicity, a clear message are the foundation of brilliant marketing."

9. Denis Savelyev, Evgenia Kryukova “100+ hacks for Internet marketers. How to get traffic and convert it into sales”, 2018

About what: useful information presented in the form of step-by-step instructions on how to increase traffic and increase conversion. In the book you will find real examples, and more examples, and more. The pages also have tips ready to be implemented into any business. That is why "100+ Hacks" entered the TOP marketing books.

After reading: get inspired, drive traffic by generating great ideas, and lead consumers to make sales.

“Content marketing works simply: a user finds your site on a search engine or any other site, reads it, bookmarks it, reads it again and again and again, likes your company or product, and ultimately decides to become your client. ".

10. Maria Solodar “Funnel of sales on the Internet. Tools for automating sales and increasing the average check in business”, 2018

About what: sales funnels, their creation, improvement, automation.
After reading: you will learn how to create a long-term cooperation with a client, and as a result, increase the bill, expand the number of contracts, and reduce costs. And put it all into automatic mode.

Quotes:

“It’s very important to understand this: marketing is not about how to please everyone, but about how to aim as accurately as possible and hit the target.”

“It's one thing to get an email, but our main task is to make sure that a person then buys paid products. In this sense, a magnet is a kind of probe, the purpose of which is to let the client feel or understand what kind of transformation can happen to him if he continues to consume the product. Note that the sampler is always full. A person should feel the finished result.

11. Roman Maslennikov “99 laws of explosive PR. Book-practice”, 2017

About what: life and practical experience of a PR specialist. In an easy manner of narration, 99 rules are presented in the struggle for consumer attention and brand promotion.

After reading: you will understand in which direction to move in order to make cool campaigns and promote the product for recognition, unlocking potential. And the result is to increase sales, profit growth and expansion.

Quotes:

“The law of truth says that the truth is not what you think. And not what the neighbor outside the door or your customers think. Truth is what people believe. That's what it is, really. Everyone has it."

12. David Ogilvy "Confessions of an advertising agent", 2012

About what: professional secrets of the advertising business, writing persuasive selling texts, steps to success in advertising. The book reveals the experience of a man who did not have a higher education and came into business at the age of 38, but managed to build one of the most influential advertising agencies in the world.

After reading: learn about the techniques, methods and techniques that are used in advertising. And you will be able to implement them to achieve high sales rates. The most popular book among marketers will become your desktop book.

Quotes:

“The key to success is to promise the consumer benefits such as even more refined taste, even better washing, more miles per liter of gasoline, even more attractive complexion.”

13. Carl Sewell and Paul Brown, Clients for Life, 2014

About what: how to work with clients, make them permanent for many years and not screw up. And why it is important to forget about one-time sales, even in large quantities.

After reading: make sure that not only service is important to retain customers, but also the organization of the workflow, relationships in the team, remuneration of employees, even cleanliness, design and other seemingly trifles.

Quotes:

"The world's best customer service system is also the simplest: do what you promise and do it the first time."

"Don't charge for extras that are help."

14. Gary Vaynerchuk “Passion is business. How to make money on what you like”, 2011

About what: combining hobbies with a profitable business. Practical advice for anyone who wants to step over just a hobby and start making money on it.

After reading: get the most out of it. The best marketing books include practical advice for everyone. This one is no exception: what social networks to use, how to make yourself known, attract the first buyers and, as a result, make a profit.

Quotes:

“Do you really love that lost job so much that you jump up every morning in the joyful anticipation of another working day? If not, then why are you looking for the same one again?

“The consumer wants to be told the truth. Naturally, he wants quality, and a proper level of service, and the value of the content, and its entertainment, but above all, the confidence that those with whom he deals are honest with him.

15. Malcolm Gladwell "Tipping Point", 2016

About what: spreading ideas and information = spreading viruses. Why do some companies and products cause epidemics, while others seem to die from injections.

After reading: learn how to create voluntary epidemics, manage them and control the spread. All this is supported by arguments, explanations and facts. Familiar things and situations will appear from a different angle.

Quotes:

“Here’s the epidemic paradox for you: to create one contagious movement, you must first create many small active groups.”

“...when it comes to interpreting the behavior of other people, we constantly make the mistake of overestimating the fundamental nature of character traits and underestimating the importance of environment and circumstances.”

16. Yona Berger “Contagious. Psychology of word of mouth”, 2017

About what: factors that make ideas and products popular, the formation of social influence on the choice of things, objects, places of rest and even names for children.

After reading: get 6 principles that make things and information contagious, viral. You will understand what drives people, what they consider the main and significant, what they are ready to share. This will help build effective marketing campaigns and create strategies.

Quotes:

17. Nir Eyal, Ryan Hoover Hooked. How to create habit-forming products”, 2017

About what: Formation of a habit to a product in 4 stages. The book gives practical advice on creating products that will win the attention and favor of the consumer.

After reading: get to the bottom of how to make customers permanent without serious investments in advertising and aggressive policies. Learn to form a habit with customers.

Quotes:

“Consumer habits are a competitive advantage. Habit-changing products are less vulnerable to attacks from other companies.”

"Whoever comes to mind first wins."

“Make your product so simple that consumers intuitively understand how to use it. And you will win."

18. Chan Kim and Rene Mauborgne Blue Ocean Strategy, 2016

About what: the book describes a business strategy that involves the exit of the company from a state of stress due to strong competition. As the authors say, in calm waters it is easier to achieve success and the desired results. Here you will find not only theory, but also many practical tips and examples.

After reading: get acquainted with the methodology that will help you see a positive result from actions and understand how it was achieved. Learn about ways to systematize successful decisions. You will be able to assess the chances of bypassing competitors and creating that niche where they will not need to be afraid.

Quotes:

“The key to creating a blue ocean through existing strategic groups is to put aside narrow views and understand what factors influence the decision of customers making a choice between several groups and turning to less or more expensive offers.”

19. Dmitry Portnyagin "Transformer", 2017

About what: a biography book, a motivation book will tell about the 10-year experience of a business blogger from Russia, his aspirations, mistakes, inner feelings and the derived rules for success.

After reading: get a boost of energy to move mountains, get inspired, motivated. You will understand how to create and promote a business, reach heights in it and not squander.

Quotes:

“Truly successful people are those who are ready to go through the zone of uncertainty to their goal for a long time and without stopping.”

"Be a strategist, think not only about what can grow your business, but also about what can kill it."

20. Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen, 2017

About what: 7 universal ways to improve customer relations and business development in English.

After reading: understand how to start interacting with customers so that they realize the competitive advantages of your product. And also that work on websites, social networks, forums are important elements for a successful project.

Quotes:

“If we pay a lot of money to a design agency without first clarifying our message, we might as well be holding a bullhorn up to a monkey. The only thing a potential customer will hear is noise.”

“Our customers have questions burning inside them, and if we aren’t answering those questions, they’ll move on to another brand. If we haven’t identified what our customer wants, what problem we are helping them solve, and what life will look like after they engage our products and services, for example, we can forget about thriving in the marketplace.”

Is there anything to advise? Write in the comments.