Classic books for marketers.
1, marketing 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.
2. The weakness of human nature
Author: Dell? 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.
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 differences. 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. The greatest salesman in the world
Author: 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 a lesson from the past 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? Gillard'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.
This book is good. At the same time, from the basic concept, this book is only an encouragement of confidence and an understanding of sales for marketers at most, rather than a book as a subject, because this book is mainly from the perspective of sales, and marketing and sales are different. This is more important for people who have just entered the marketing field! ! ]
5. "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.
Books suitable for marketers.
1, "execute"
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.
2. 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.
3. New integrated marketing
Author: Tang? Schurz
In recent years, planners, marketers and managers talk the most. Integration? Yes Or Mr. Schultz is smart. 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 birth of new integrated marketing.
Reason: 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.
Brand marketing management must-read books
1, communicate and persuade
Author: hovland
Hovland's most outstanding contributions to communication science are: first, introducing psychological experimental methods into communication science; Secondly, through research, it reveals the conditions and complexity of the formation of communication effect, and denies the early? The concept of the theoretical effect of magic bullets has played a great role. From 1946 to 196 1 year, led by hovland? Yale Exchange and Attitude Change Program? , completed more than 50 experiments. They compiled and published their research results, and produced many Yale series books on attitude. The book Communication and Persuasion published by 1953 describes the theoretical framework and results of these studies.
2. Brand Empire: the legend of P&G in China.
This book is written by several brand managers of Procter & Gamble. This paper basically combs how P&G creates and manages brands in China, and fully understands the brand work of leading enterprises, which is helpful for us to establish a correct understanding of brand management. This book is a must-read for cultivating brand management skills within enterprises.
3. McKinsey's Secret
Reason: The only book that introduces McKinsey's entrepreneurial history in Chinese, from which we can find the initial development vein of modern consulting industry and understand some basic essential forces of this industry.
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