1. The recommended books are all similar, and some are even identical.
2. Most of them only have one sentence about the content, and they don't know how to choose.
3. There are many recommended books, but the number is so large that you can't finish them all (at normal frequency) around 1 year.
I think it's not too late to read a few books carefully and master the basic concepts before attacking the city.
The following books are selected according to their reading experience (read), douban score and evaluation (unread), readability and value. Each book has a detailed introduction and recommendation reasons for your reference!
The electronic versions of 26 books are also ready. Please refer to the end of the article for information.
Internet marketing category:
1, "I see e-commerce" Huang Ruodouban score: 8.5
Recommended reasons range from retail to Taobao Tmall operation. By comparing online and offline, platform and trading mode, the author gives some thoughts on e-commerce and retail. Including the development cases of e-commerce giants such as Taobao, Baidu and JD.COM. It is readable and comprehensive, which is helpful to establish a basic understanding of e-commerce operation mode. It's an introductory e-commerce book. Recommended!
2. Positioning Jack Trout/Alice Douban score: 8.3.
Content Description: This paper expounds the emergence of the concept of "positioning", analyzes the reasons why "meeting the needs" can't win customers, and gives the ways for positioning to enter customers' minds to win choices. This paper reveals the essence of modern enterprise management (competing for customers), expounds the key for enterprises to win (winning psychological warfare), and puts forward the new thinking of marketing and advertising.
Highlight: Systematically discuss the new thinking of marketing and advertising, and explain how to locate yourself (or products) from the psychological blank of customers in the target market with a large number of cases. Not only the marketing and advertising circles, but also the management, product development and life management of enterprises need to think about positioning. Read this classic!
3. "Revelation: Creating Users' Favorite Products" Marty Kagan Douban Rating: 8.5.
Description: Through a large number of examples and personal product management experience, this paper introduces the practical experience and concept of modern software (Internet) product management from three angles: team management, process management and product development.
Recommended reason: it is an introductory reading for product managers, helping readers to establish basic product management concepts. The content is comprehensive, short and pithy, and can be used as a guide for product managers. Recommended reading.
4. Eric Lesdouban score of Lean Entrepreneurship: 8.4.
Abstract: A new method of continuous innovation is proposed for new enterprises, which stems from the concept of "lean production" and advocates enterprises to carry out "confirmatory learning". First, the minimalist prototype products are introduced to the market, and then through continuous experiments and learning, it is verified whether the products meet the needs of users at the lowest cost and in an effective way, and the products are iteratively optimized and the direction is flexibly adjusted.
Highlight: The core idea of this book is small-scale iteration, small-scale trial and error, ultimately reducing waste and greatly improving the success rate of new projects. The argument is clear and the content is substantial, which has systematic guiding significance for actual combat. Strong theory, mainly aimed at entrepreneurs, investors and entrepreneurs.
5. Subversive innovation Li Shanyou Douban score: 7.9.
Content Description: From the perspectives of philosophy, physics, thinking and management, the truth behind the instant collapse of enterprises in commercial society is revealed through puzzling phenomena. In an uncertain world, exploration is more important than conclusion. In the era of mobile Internet, knowledge is more important than knowledge. In the new business competition, what is needed is not "patching", but changing the system.
Highlight: Destructive innovation, a new idea in the Internet era, is provided, and the difficulties and opportunities of large companies and small companies in the mobile Internet era are analyzed respectively. Strict logic and clear thinking. At the same time, some new cases are added to make the article easy to understand. Readers who find The Innovator's Dilemma too difficult to read are advised to read this book.
6, "Don't make me think" Steve Crook Douban score: 8.5.
Content Description: Through my own professional experience and psychological analysis of users, I put forward a lot of simple and easy design suggestions in web page design, product design, home page design, usability testing and so on.
Recommended reason: It has important reference significance in website design and user experience improvement. The language is concise and easy to read, and a large number of color screenshots, illustrations and charts increase readability, which is suitable for beginners, product managers and internet practitioners engaged in web design and development.
7. Growing Hacker scored 8.0 in Fan Bing Douban.
Content abstract: This book introduces the concept of growth hacker, and explains in detail how to rely on the power of technology and data to develop and transform products, and finally achieve marketing goals such as user growth, activity improvement and income increase. Simply put, it is to use low-cost or even zero-cost "technology" to make products grow effectively.
Recommended reason: Real and rich cases at home and abroad, detailed and practical growth methods, are very enlightening for making products and operations. Although the system and depth are slightly lacking, it is a read-through for middle and primary product operators.
8. "Making Creativity More Sticky" Machip Heathdouban Rating: 8.4
Abstract: According to a large number of social psychology research cases, this paper puts forward the core question: What kind of ideas or concepts have strong stickiness and can be firmly remembered by others? It reveals six ways to make ideas or ideas sticky: simple, accidental, concrete, credible, emotional and story.
Recommended reason: simple and practical viewpoint, clear structure, explanation of a large number of cases, strong practicability, and a systematic methodology. Whether it is advertisers, salespeople or others, as long as it involves expression problems, these six methods can be used for reference.
9. "Super symbol is super creativity" Huashan Douban score: 8.3.
From product design to brand management, from traditional industries to Internet, the book draws the first set of local marketing methods in China through classic cases, from corporate social value to strategy, to product design and development, to product naming and packaging, and finally to advertising creativity.
The recommended reasons are classic, clear in structure and practical. It is a secret of brand and product management, which is worth learning by marketing planners. The book has profound views, simple and thorough analysis, and is easy to understand, which is helpful for beginners to master a systematic marketing method.
10, Shi Yuzhu said Shi Yuzhu douban score: 8.0.
Content abstract: The author gives original and insightful views on product development, marketing communication, advertising, team management, venture capital and so on by reviewing the managers and thinking at various stages since starting a business. This is a milestone in the ideological history of China and Yang Ye.
Highlight: There are many books about success, but few books about failure. There is no boring theory of metaphysics in this book, but some practical experience and thinking summed up through real business wars. There are many dry goods, which are very practical. Although dictation is slightly lacking in logic and system, it is still worth recommending from the perspective of content.
1 1, Zhou Hongwei's self-reported Zhou Hongwei douban score: 7.7.
Content abstract: Zhou reveals 360' s product cheats and profit model for the first time, tells his own thinking mode about the Internet, products and management, points out the essential characteristics of Internet products and the new trend of the Internet, and provides a systematic solution for the transformation of traditional enterprises.
Recommended reason: I shared the entrepreneurial experience of 360 products. The core is to attach importance to user experience and innovation, but apart from the core point of view, I am promoting 360. Objectively speaking, the content is grounded and the truth is easy to understand, which can be compared with Shi Yuzhu's self-report.
Second, marketing psychology:
1, Robert B. Cialdini douban score of Influence: 8.8.
Abstract: Through a large number of examples, this paper explains to readers why when a request is made in different ways, people's reaction will change from passive resistance to active cooperation. The six psychological cheats hidden behind impulsive obedience to others are the root of all this. That's six reasons why some people are so persuasive that they always urge us to give in.
Recommended reason: discuss marketing skills from psychology, a large number of representative examples and easy-to-understand marketing principles, without worrying about readability at all. The biggest advantage of this book is that you won't fall into other people's marketing psychological trap again. After reading this book, it will be interesting to read Weird Behavior and People's Unity.
2. Gustave Le Bon Douban scored 8.6 for Unity of Wuzhong.
Content abstract: In a very simple way, the author investigates the special psychology and way of thinking of the group, especially makes an incisive analysis of the different psychology between the individual and the group, and points out that the individual will lose his rationality in the group, and then he will lose control or even be unscrupulous because of the large number of people.
Recommended reason: This paper analyzes how group consciousness affects and changes individual consciousness, which hits the nail on the head. We can find the crux of the problem by comparing various events in history, and we can also reflect on the life of modern social groups. In today's increasingly fierce public sentiment spread through new media, it is necessary for us to be alert to the group effect.
3, "Thinking, Fast and Slow" American Daniel Kahneman Douban score: 8.3
Abstract: Through a large number of interesting behavior experiments, this paper expounds the characteristics of two decision-making methods: unconscious "system 1" relies on emotion, memory and experience to make judgments quickly; Conscious "system 2" analyzes and solves problems by mobilizing attention and makes judgments slowly. Then point out the thinking traps in life, guide individuals how to make better choices, and how to use skills to avoid these thinking misunderstandings.
Recommended reason: The combination of psychology, economics and statistics explains the ways and characteristics of people's thinking and decision-making in a unique way, helps people think independently and avoids some thinking traps that are easy to commit. It is a professional psychological classic. This book is difficult to read and slightly longer. Many cases and opinions are mentioned in the author's other books. Everyone should be mentally prepared before reading.
4. The score of "weird behavior" is 8. 1.
Content abstract: Through experiments on many economic behaviors, the author reveals the reasons behind the incredible behaviors in our daily life in a relaxed and humorous way. All phenomena are not only human impulses, but also powerful economic forces behind them.
Highlight: Through social experiments, this book reveals human behaviors such as comparison, procrastination, greed and dishonesty of consumers in behavioral economics. Easy to understand and readable, it subverts the boring reading experience of economics, and at the same time inspires the irrational economic behavior of individuals. Wall crack recommended!
5, "The Art of Sober" Drolov Doberi Douban score: 7.6.
Content abstract: By quoting a large number of stories about life, history, love and interpersonal relationship, and cooperating with psychological experiments, this paper vividly points out the hidden traps of thinking mode, and gives ways to avoid and correct them.
Recommended reason: the writing is concise and the content is vivid, which is very enlightening for understanding and correcting thinking mistakes. Not as boring and lengthy as professional books, but it also lacks depth. As an introductory book, children's shoes that think fast and slow are too boring may wish to read this book.
Third, marketing skills:
1, "Light of Operation" Huang Youcan Douban score: 8.5.
Content Description: Interpret the concept of operation and other cognitive issues, and summarize the basic methods and thinking modes of operation by combining your own Internet experience and case analysis.
Recommended reason: Starting from both macro and micro aspects, it not only has a detailed logical operation framework, but also shares the values of operators, which is helpful for junior operators to master the basic methods of operation and establish and improve their own operational height. This book is mainly a guide to thinking and skills. It is more abstract and macroscopic than starting from scratch, and can be read together.
2. "Starting from scratch" Sean Douban score: 7.7.
Abstract: Starting with the concept of operation, this book vividly shows readers the whole process of Internet operation and the contents of various sections through the discussion of a large number of operation cases, helping readers to establish the basic concepts and ideas of Internet operation, and at the same time, there are many explanations of operation skills and strategies in the book.
Recommended reason: the concept, content and process of operation are comprehensively and systematically expounded, which can be used as an introductory reading for operating Xiaobai to establish the basic framework of operation, and also as a practical operation guide for operators. With clear logic and concise language, it is a systematic and practical operation book.
3. "Learning from Xiaoxian" Chen Weixian Douban score: 7.5.
Content Description: Based on the operating experience of Baidu Post Bar and Xiaohongshu, this paper expounds the basic strategy and concept of Internet operation, and the advanced road from primary operation to advanced operation, focusing on five major operating contents: user operation, content operation, event operation, brand operation and data operation.
Recommended reason: covering a wide range, rich cases, biased towards practicality, from basic knowledge of operation to advanced skills, and then to thinking about the core of operation. Five operation themes, more than 40 operation tools and channels, more than 50 operation methods and skills, and 100 real cases, to help new operators master basic operation methods and improve their own operation literacy.
4, "Design Book for Everyone" beauty Robin William Douban score: 8.6
Description: By enumerating a large number of examples, briefly explain the four basic principles of excellent design: intimacy, alignment, repetition and contrast, and the principles behind them, and finally teach you how to design beautiful and rich products.
Highlight: It is a book of basic design theory, mainly talking about the four principles of design and typesetting, the principle of color use and the principle of font (English) selection. The writing style is concise, the cases are rich, easy to understand, practical and applicable, which is not only suitable for readers engaged in design work, but also suitable for non-design laymen. Worth reading!
5. The score of Mei Jian mcgonigal Douban for Game Changing the World: 8. 1.
Abstract: By analyzing excellent game design cases, this paper points out the decisive characteristics of all games: goals, rules, feedback system and voluntary participation. A lot of practice tells us how to control games to solve real problems and improve happiness at the same time.
Recommended reason: It is an introductory reading of game design, from the explanation of the game to the application of the game in reality, and then to how to use game thinking to guide life and enhance happiness. This book can eliminate some stereotypes inherent in the game and inspire life.
6. "Self-control" Kelly Magnege Douban score: 8.2.
Content Description: Based on the thought of neuro-linguistic programming, combined with psychology and economics, this paper expounds the concept and importance of self-control and how it works through six relatively independent programs to help readers enhance their self-control ability.
Recommended reason: With cases and experiments, the concept of self-control and the skills and methods to improve self-control are expounded from a scientific point of view. These arguments are substantial and enlightening. I consciously trained myself according to the skills mentioned in the book, and the effect was good.
7. Digital Management Huang Chengming Douban score: 8.2.
Content abstract: This paper tells the story of two young people working in the sales, commodity, e-commerce and data departments of a big company, analyzes the data consciousness and retail thinking embodied in specific business scenarios, and various data analysis methods to form a data management model, so as to improve the management ability of the enterprise.
Recommended reason: The data management reference book of Retail and E-commerce Management is rich in cases, comprehensive in content and easy to understand, which helps readers to establish data thinking of e-commerce, especially the retail industry, master the method model of data analysis, and is recommended as an introductory book!
8. "Who says a rookie can't analyze data" Zhang Wenlin Douban score: 7.5.
Content Description: In the form of a novel, according to the complete process of data analysis, the concept, importance, process of data analysis and the skills and methods of how to use EXCEl tools for data analysis are vividly expounded.
Recommended reason: The introductory reading of data analysis basically popularized the concept and process of data analysis, and described how to use simple tools to achieve the analysis effect. You can get a lot of Excel operation skills, which are easy to understand, vivid and interesting, simple to operate, and suitable for use as reference books.
9. Zou Xindou's promotion score to Xiao Qiang: 8.6.
Content abstract: In the form of a novel, it vividly describes how the protagonist Xiao Qiang was promoted from a rookie to time management, project management and life management step by step, in which the concepts and applications of pomodoro technique, Monkey Rule and Four Quadrant Rule were interspersed, and finally he was promoted to life management.
Highlight: Starting with the story content, this book leads to the theme of time management step by step, which vividly proves GTD system and many time management tools. There is no boring theory, it is all told with the development of the story, which is very readable and practical. It is recommended to crack the wall!
10, Golden Pagoda Principle Barbara Minto Douban Score: 8. 1.
Abstract: The Golden Pagoda Principle is a kind of logical thinking, expression and standardized action with prominent focus, clear logic and clear priorities. This book expounds the concept, basic structure and specific methods of the principle of building a golden pagoda.
Recommended reason: In thinking, expressing and solving problems, we introduce four basic principles-conclusion first, top-down unification, classification and grouping, and logical progression, which are instructive and practical. The content is theoretical, the cases are used less, and it is hard and obscure to read, but the logical height of thinking will be qualitatively improved after reading. If you don't understand, you can look at Lao Dan's "Golden Pagoda Principle", which is his refinement.
1. It took about a week for these 26 books to screen and organize resources. Although they can't cover all the classic marketing books, at least your skills will be greatly improved after reading them.
Some books are decades ago. Although many concepts are well known now, classics are always classics, and there will always be different gains after reading them.
No matter how well we speak, we might as well read it ourselves. Whether it's good or bad is different.
So, come and eat with me, and don't waste all your time turning pages.
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