Author: philip kotler

The internationally recognized marketing bible is also the highest-level marketing classic textbook imported from China. Marketing needs management, and so do marketers. In the era of economic globalization, marketing without management is blind marketing, and the result is doomed to failure.

How to understand marketing concept and marketing value, lock in customers and target markets, marketing mix, relationship marketing, etc. It is the most precious wealth given to us by marketing management. Maybe we are subtly applying the theory in this book, but if we want to stand out among thousands of marketers, please doubt the authority and kotler.

Weakness of human nature

Dale Carnegie

It is conceivable that two people who have read this book will pay close attention to each other's demeanor and behavior when discussing problems together, because Carnegie's logic is to build his confidence on the weaknesses of others. Under this kind of concern, the weakness itself is difficult to appear. On the contrary, the other person's sense of superiority is a kind of pressure on himself.

Essence first, weakness always exists, even if we have self-knowledge and try to do better. Behind this book, there is a truth: people don't need to pretend. The more they pretend, the more thoroughly their weaknesses are exposed.

deploy

Authors: Iris, trout.

Positioning is a must-read for marketers, advertisers and planners. Positioning is not only the performance of strategy, but also the performance of advertising. The harvest of positioning is that the level of "induction" is stronger than that of "teaching". Positioning is to seek a strategic fulcrum, but also pay attention to the breakthrough of "point" "Positioning" is more about guiding one direction. Enterprises or brands can win a lot as long as they make correct directional decisions and form directional differentiation. However, we can't ignore its defects. When an enterprise or brand excessively pursues differentiation and ignores the consumption environment and external forces, it is likely to fall into a dead end.

The greatest salesman in the world

Og Mandino

As an excellent marketer, excellent psychological quality is indispensable. This quality includes a series of indispensable self-quality training such as psychological endurance adjustment, psychological reaction adjustment and psychological behavior adjustment. This process is not an advanced course or can be completed by imagination, but requires a continuous self-motivation process.

Og Mandino's book is a self-motivation book highly praised by marketers. Joe girard's success has set a universal success model for marketers. I believe that marketers under any circumstances, as long as they read the story of this legend, will not be intimidated by difficulties, but will face difficulties. This external heroic motivation has changed a group of ambitious China marketers.

Marketing war

Authors: Iris, trout.

This book is the art of war of American enterprises. What kind of marketing method is not the secret of success, the key is to adopt different marketing strategies for each marketing event based on practice, which is the core of success.

"execution"

Author: Ram Charan

It is said that this book ranked first in Amazon's business book list in 2003, which will bring great "shock" to entrepreneurs in China. If it can be sold to the first place, marketers will definitely say that this book has high marketing efficiency and good execution.

What China people are most ashamed of is probably the so-called efficiency problem. In the current market, for marketers, it is probably too late to talk about efficiency. Almost everyone is talking about strengthening law enforcement and improving efficiency. But why is efficiency delayed? This is the reason why busy marketers have been shouting tired but not recognized.

Fortunately, Ram Charan's "execution" appeared. Efficiency is competitiveness, and efficiency comes from execution. Marketers should be on their way after reading books.

Ogilvy's point of view

Ogilvy & Mather

Most marketers have a wide range of hobbies and strong brain and hands-on ability, but we can't think that marketers only pay attention to the skills and processes of marketing actual combat; Advertising is usually a strategic movement, but marketers seem to be naturally eager for creativity. Ogilvy's point of view is nothing more than what any advertising company does: think, think, be creative, put it into practice and inform the public.

For a regional market, when sales encounter market obstacles, marketers often think of increasing investment and artificially guiding consumption through advertisements or activities to stimulate sales. This behavior comes from creative thinking. Looking back, let's reconsider, do all obstacles have to do this? Over time, those marketing strategies and skills will really be shelved.

integrated marketing communications

Author: Don Schultz

In recent years, the word most talked about by planners, marketers and managers is "integration".

Old Mr. Schultz is very clever. When integration gradually changed under the leadership of gentlemen in China, he lost no time in launching new integrated marketing. If integrated marketing is a tool specially used to solve the diseases of large enterprises, what does the new integrated marketing bring? Integrated marketing has been very sharp, catering to the public, and the result of integration is that all employees are soldiers, but the efficiency improvement is still not enough, so "new integrated marketing" has brought new changes and integration. If the result of integration is still scattered resources, low efficiency and unable to improve profit rate, then what is the significance of "integration"? In this way, as a tool, "integration" has rusted before it shines. This is the reason for the birth of new integrated marketing: the old integration has fallen behind.