Ten Books Recommended for Market Activity Planners
Marketers are busy with their daily work, so the cost of spending a lot of time in intensive training is too high, and the improvement of their ability depends on daily accumulation. And reading is a convenient and efficient means. The cost of a good book is not more than that of 50 yuan, but it can be read anytime and anywhere, and it can bring you rich knowledge, improved skills and changes in mentality. This is indeed a profitable industry.
But now all kinds of books on the market are overwhelming, and the quality is mixed. Many friends want to study, but they can't find targeted good books, or buy some junk books. After reading them, they get little, which will dampen everyone's enthusiasm for learning.
Because of the nature of my work, I have bought many books and read many books over the years. I cleaned up the bookcase the other day and found myself reading so many books. I can't help feeling how time flies.
Recently, many friends know that I read a lot. Let me recommend some good books. So, I took the time to sort out the good books I found over the years and share them with you. In each category, I will choose the most valuable two or three books to recommend to you. The books I recommend are basically classic works by masters at home and abroad, and I have personally read and screened them to ensure that what you read is the best among the best.
My slogan is: make up for the shortcomings and get immediate results; Practical and practical, not empty!
First, thinking ability
Marketing is definitely a mental activity, and everyone will encounter all kinds of problems every day. How to think and analyze effectively in the face of problems, and finally get the best solution, is what a market person often has to do.
High IQ does not mean high thinking ability, IQ is innate, and efficient thinking methods can be developed through acquired exercise. Good thinking mode and efficient thinking habits can help salespeople to be more open-minded and creative when analyzing complex problems and dealing with difficulties.
There are many such books. I recommend three for you this time. The first book is the founder of the "parallel thinking" model-De? Dr. Bono's representative work "Six Thinking Hats" is short, pithy and highly operational, and it is an introductory reading. The remaining two books are The Art of Thinking and Intelligent Power by Kenichi Ohmae, a Japanese management master. These two books explain how to think from a more microscopic perspective, which is more relevant to everyone's actual work and life.
Recommendation index of six thinking hats
Thinking technology recommendation index
Intelligence recommendation index
Second, the market psychology
The market is a job that needs to deal with people all day, so how to master each other's psychology to exert effective influence and finally achieve the goal is a difficult problem that many markets have to face.
Market psychology can help us analyze the subtle relationship between people and tell us the real reasons behind some inexplicable things that happen between people. So as to sum up a set of effective methods, so that market people can influence each other more deeply in the process of interacting with customers.
I recommend three books to you in this series. Let's not talk about "influence". I have been recommending it since 2005. Now basically, the old sales of our company have seen it many times. I don't think it's too much for everyone to read it again. There is nothing to say. It's a good book! Master Ka's masterpiece "The Weakness of Human Nature" is now a street book, but the brilliance of truth still shines, which is very worth reading. These two books are psychological books, but I hope everyone can read them as sales tools, so as to gain more. How to influence customers' purchase decision is a special marketing book, which is more targeted, but it is out of stock now and can't be bought on Dangdang. You can go to Taobao Bookstore to find out, and you will get something.
Impact recommendation index
Recommended index of "human weakness"
How to influence the recommendation index of customer's purchase decision
Third, persuasion ability.
How to get the other party to recognize their own views and how to get the other party to accept what they want to convey is the basic skill that everyone in the market has to pass. We talk about value transfer every day and how to make customers accept our value every day. But I am also surprised to find that different people will bring different feelings to customers for the same content, which is the embodiment of a person's persuasion ability.
I recommend it to you here ... >>
Question 2: What kind of study do you have to go through in planning? ? What kind of books to read! ? Creativity comes first. You must be able to understand the latest market trends, have the ability to integrate media and channel resources, know how to control costs, and have a full understanding (experience) of all aspects of market activities.
It is suggested to do market implementation first, accumulate implementation experience, and then plan the grounding scheme.
Otherwise, even the emergency plan for the crisis can't be written.
Question 3: What books can I read when studying planning? First of all, you have to enter a professional planning company.
There is also the need to see more and think more.
Don't be in a lively mood when you encounter some idle activities. Pay attention to the cooperation of each link and try to figure out their intentions.
There is also the need to pay attention to what the purpose of the activity is. What kind of planning activities will be held by what kind of enterprises, and the press conference of * * * is definitely different from some activities aimed at attracting people.
It is also important to note that the purpose of holding activities is nothing more than to improve word of mouth or better sales.
More importantly, every activity should be creative.
Question 4: How to learn market planning! ? What books can I read? You can find an assistant position to study first and recommend the introduction to marketing of books.
Question 5: Please recommend some books about planning. 10 scores too much. I deleted the following books, which exceeded the number of words. Leave an email and I'll send it to you.
I. System planning
The first 1 lesson orientation
Textbook: positioning, 22 business rules, being different, what is strategy, 2-hour brand literacy, marketing strategy and new positioning.
Lesson 2 Marketing Fundamentals
Textbooks: Marketing Management by kotler, USP Theory ―― The Truth of Advertising by Richard Reeves, My Advertising Career by Anthony Hopkins, Science Advertising, Talking about Advertising by david ogilvy and 3C Theory by FCB.
Lesson 3 Brand
Learn various brand building models and think about the essence of brands.
Teaching materials: advertising psychology, David Ackell's five-star brand equity model, kevin keller's CBBE model (brand equity based on customers), Dyson Farr and Hollis' brand dynamic pyramid model, etc.
Lesson 4 Creativity
Understand creativity.
Teaching materials:
Style-Ogilvy's Confessions of an Advertiser, james webb's Creativity and George Lewis's Great Creativity (formerly known as Blue Trick), three classics, from which we can see the different creative styles of the three masters; Participation: Hopkins' scientific advertising, my advertising career.
Process-Lin Yongqiang's "Xiao Qiang Advertising 100 Tips: Teach You from Newcomer to Creative Director" to understand the creative process and details.
Idea-Chip Heath's post (1 version), the standard and characteristics of good creativity; How to create a good concept in Dusenberry's Insight; Malcolm. Gladwell's tipping point, what is the basis for spreading and detonating popularity; Martin? Linster Dragon Sensory Brand.
Copy-Feng Xindong's Xiao Feng Dictionary of Modern Chinese Advertising Grammar, refining words and sentences.
story
Lesson 5 PPT
Learn to write plans and proposals.
Textbook: Logic-Golden Pagoda Principle
Demo-Garr Reynolds's Zen of Speech: The Secret Skills of Workplace Slide Show, and Nancy Duarte's Speech: Persuading the World with Slides & Communication: Making a Sound with Stories.
Thinking: How to write a good strategic plan?
Lesson 6 Vision
If you lay a good foundation for the first three lessons, you can have a broad understanding of various advertising theories and viewpoints, such as emotional branding, story branding, brand prototyping and cultural branding. Including the ideas of some international companies.
At the same time, to be creative, the most important thing is to read more, think more and write more. Major advertising festivals, especially the works of ONESHOW and advertising websites such as Cannes, advertising door and top copywriting.
Second, the required reading department
The first level, understanding-david ogilvy, james webb, george louis and Anthony Hopkins, learn from the thoughts of the masters.
Question 6: I want to learn to write planning schemes. What books can I learn? All planning schemes are inseparable from PPT. First of all, learn how to make PPT, which can be learned. Persuasiveness of autumn leaves-let your PPT speak series.
As for planning, you can go to Baidu Library or Douding Library to see and learn.
Question 7: I want to read some books about copywriting planning. I wonder which books are suitable for getting started? Personally, I think we should watch some local advertising works, such as Two Hours of Brand Literacy by Deng Delong and Creativity is Power by Ye Maozhong.
Personally, foreigners' advertising theory is difficult to digest in China.
In addition, I personally think it is necessary to watch some good movies as copywriters, such as The Legend of 1900, which comes from philosophical blockbusters such as The Earth.
Question 8: The most important books for marketing planning are, alas, all empty. I suggest you look at Wu Xiaobo's "The Great Failure" series, and go to official website, with the master planners like Li Guangdou and Ye Maozhong.
Question 9: Seek high-quality copywriting planning study books. Introduction, and advanced. /kloc-suggest a book at 0/5, and advertise in arens. Although it is a bit thick, it contains a lot of information. Now many manufacturers and online advertising ideas come from this. In fact, it is helpful to read some contents of advertising history and some books on communication history.
So you can ask exactly what you want.