Ten marketing books that electric businessmen must read in marketing.
1, competitive strategy
Author: [America] Michael? Poter
"Competitive strategy" is the father of today's global strategy and competitive strategy. Harvard university professor Michael? By Potter. As the most famous management master and one of the greatest business thinkers in the world, Michael? Porter has studied the field of enterprise competition for decades. This book, competitive strategy, competitive theory and national competitive advantage are all recognized management scholars? The bible? .
Competitive strategy refers to the long-term behavior of enterprises to attack or defend in the competition with the same use value. Porter puts forward three effective competitive strategies in this book: total cost leading strategy, differentiation strategy and concentration strategy, and expounds and analyzes in detail the requirements for implementing these three general strategies. He believes that all enterprises should understand and formulate relevant strategies, otherwise enterprises will be at a disadvantage in the market, resulting in low market share and lack of capital investment, thus weakening their competitive advantage. Enterprises that have not formed a competitive strategy are doomed to be meager profits, so they must make fundamental strategic decisions and move closer to the three general competitive strategies. Porter's research on competitive strategy has created a new field of enterprise management strategy and made important contributions to the development of global enterprises and the progress of management research.
Competitive strategy has become a must-read for enterprise managers, entrepreneurs, management scientists and teachers and students of major management colleges.
2. Sales management
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 don't doubt the authority and kotler.
3. "Positioning"
Author: Ai? Reese, trout
Positioning is a must-read for marketers, advertisers and planners. Positioning is a strategic performance, but also an advertising performance. What does positioning give people? Induction? Horizontal ratio? Teaching? Very good. Positioning is to seek a strategic fulcrum, but also focus on? Point? Breakthrough. "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.
4. Marketing War
Author: Ai? Reese, 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.
5. "implementation"
Author: ram? Charan
It is said that this book once ranked No.1 in the Amazon business book list in 2003, which will bring great benefits to entrepreneurs in China? Vibration? . 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. All right, Ram? Charan's Execution came into being. Efficiency is competitiveness, and efficiency comes from execution. Marketers should be on their way after reading books.
6. Ogilvy's 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.
7. New integrated marketing
Author: Tang? Schurz
In recent years, planners, marketers and managers talk the most. Integration? Yes
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, integration? What is the meaning of? Look at it this way. Integration? As a tool, it rusts before it shines. This is the reason for the birth of new integrated marketing: the old integration has fallen behind.
Then, based on reality, people will ask new questions: How long is the life of the new integration, one or two years or three or five years? When Mr. Schultz himself can't keep up with the market rhythm, what will be the new result of his new integration? With what? Old? If it is just a word game, the value of this game is beyond doubt.
8. tipping point
Author: [America] Malcolm? Gladwell
This book is one of the 20 most influential business books in the 20th century selected by Forbes. According to The New York Times bestseller list, it often reached 10 months, and won the championship again in 2005.
One of the 75 business must-read books recommended by Fortune magazine.
Luo Yonghao, Niu, Liu, Jiang Qiping, Liu Jian, Guo Xing, jointly recommended.
Look at the world around you. It seems firm, unpredictable and unchangeable, but as long as you find the right position and touch it gently, you may tilt.
Malcolm. Malcolm Gladwell
The eccentric and legendary author of The New Yorker.
He was named as one of the 100 most influential people in the world by Time magazine.
This book solves three difficult problems about fashion, who created fashion, what is the mystery of fashion and how to create fashion?
The book "tipping point" brilliantly explains all kinds of strange phenomena, which will completely subvert people's traditional vision of product marketing and creative communication.
The tipping point is a wonderful work by Gladwell, a geek in The New Yorker magazine. He explored the control science and marketing model from a brand-new angle with the sudden popular tide in society as the breakthrough point. He believes that ideas, behaviors, information and products often spread as fast as the outbreak of infectious diseases. Just like a patient can cause the whole city flu; A few graffiti lovers can set off a wave of crime in the subway; A satisfied customer can also make the newly opened restaurant full; A small-scale popularity team can trigger a large-scale popularity storm. All these phenomena belong to? Social fashion? When it reaches a critical level and erupts, it is a? The tipping point? .
Gladwell visited religious groups, successful high-tech companies and the best salesmen in the world. He analyzed several personality characteristics conducive to creating a fashion trend, and analyzed various infectious events, such as various fashions, smoking, children's TV, commercial advertisements and so on. , and clarified the * * behind it, revealing the principles and methods to trigger fashion and maintain momentum. Such a tipping point is the secret of becoming an excellent parent, marketing manager, decision maker and businessman!
9. Pricing Bible
Author: [America] Robert? j？ Dolan, Herman? Simon
Based on real cases of enterprises, the book illustrates the best pricing thinking with examples, focusing on the proven skills and framework, that is, the pricing skills used by smart pricing people all over the world to improve profits, thus providing an effective pricing system for senior managers, financial directors, accounting directors, marketing directors and sales managers.
Must we raise the price? 、? Increase 1 cent every day, trying to convince customers that their money is worth it? ,? Let the market decide the price? 、? Our price should be in line with that of our competitors? Didn't I say, 7 or simply price by experience, such as adding standard pricing only on the basis of cost? According to the survey, 88% of enterprises have not carefully studied pricing.
Our customers and competitors are in a rather complicated market environment, and many enterprises have implemented their products? Horizontal product expansion? Or? Vertical product expansion? This makes pricing more complicated. In this case, if you still hold it? Almost? The pricing mentality will undoubtedly pose a serious threat to the profitability of enterprises. Only keen pricing analysis and judgment will bring rich benefits.
10, profit area found.
Author: [America] Adrian? Adrian J. Slavotsky, David? David J. Morrison, Bob? Anderman (Bob Anderman)
Eilian. Slavoski, MBA from Harvard Business School, JD from Harvard Law School. Former vice president of Mercer Consulting, a well-known American consultant and best-selling author. Eilian. In 2006, Slavoss was named by American Industry Weekly. Management is the most influential? One of the six figures, industry weekly rated him as? Peter in 2 1 century? Drucker, a management master who surpasses his peers? .
Eilian. Slavoski has written many books, including many bestsellers such as The Profit Model. He often writes for The Wall Street Journal and Harvard Business Review, and is also a famous guest speaker at the World Economic Forum in Davos.
The goal of any enterprise is to create profits and maximize profits. However, the market and various internal and external factors are constantly changing, and it is difficult for enterprises to adhere to the old profit model in the development process.
Discover profit zone analyzes the profit model from a dynamic perspective, and introduces the most successful profit strategy and related enterprise design experience in detail, which is the magic weapon for enterprises to transcend the economic cycle and technology cycle and always stay in the profit zone. More importantly, the book also provides relevant profit manuals to help enterprises reduce risks and identify customers' preferences, successfully enter the profit zone and always stay in the profit zone.
Discover the Profit Zone was once rated as one of the top ten business bestsellers by Business Weekly. No matter what industry you are in, this book will help you find your profit zone and achieve your profit target.