Marketing professionals have a tough time branding and re-branding products, making and cracking deals, coaxing and cajoling customers. These guys need some inspiration, especially the ones new to the trade.
Here is a list of books by marketing experts who have gathered immense experience in the marketing industry-
Permission Marketing by Seth Godin
While most marketing pundits had a misplaced notion of sending marketing messages to their consumers and stuffing them with it all the time, Godin came up with an alternative perspective. Through his seminal book- Permission Marketing, he provided some insight into consumer behavior. Customers pick and choose messages that they want to hear, the choice is directed by their experiences, interests and judgments.
“Writing a book is a tremendous experience. It pays off intellectually. It clarifies your thinking. It builds credibility. It is a living engine of marketing and idea spreading, working every day to deliver your message with authority. You should write one.”
The Long Tail by Chris Anderson
This marketing genius in Anderson observed the need for more niche products than hit products. According to his book, the consumers of the 21st century like to know, what suits their taste and preference and react towards products accordingly. They are keen to be given small niche line of products to choose from, rather than mainstream top of the chart products used by everybody. With the advent of web-based buying, consumers are more open with the idea of clicking a million links before they reach something they really love.
“as Joe Kraue, CEA of JotSpot … puts it, “Up until now, the focus has been on dozens of markets of millions, instead of millions of markets of dozens.”
Extraordinary Popular Delusions and the Madness of the Crowd by Charles Mackey
A popular book on social psychology makes for a fine marketing manual. It correlates people’s community behavior with their buying preferences. The book was first published in the year 1841 and stood the test of time in spite of exponential technology changes. People connect to the group they belong to, and they adhere to group notions more easily. Marketers should understand the psyche of these groups and set their marketing techniques in tandem with them.
“Men, it has been well said, think in herds; it will be seen that they go mad in herds, while they only recover their senses slowly, and one by one.”
Inbound Marketing by Dharmesh Shah and Brian Halligan
Founders of HubSpot- a popular enterprise based in the U.S, which provides software for online marketing to businesses came along with a book on Inbound Marketing. Inbound Marketing is nothing but marketing a company through new tools- blogs, podcasts, videos, SEO, social media marketing, in contrast to old tools of advertising. The term was coined by Brain Halligan and has been quite famous among small businesses and start-ups. These new means of marketing are both cheap and provide the consumer to give his/her reaction to products easily.
Somebody like Zig Ziglar, who is not a marketing guru by profession caught the crux marketing-
“Stop Selling. Start Helping.”