Marketing must read eight books 1, Marketing Management Author: Philip? Kotler's 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 can imagine that when two people who have read this book discuss problems together, they will pay close attention to each other's demeanor and behavior, because Carnegie's logic is to build their 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? The positioning of Reese and trout 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" The purpose of positioning is to guide a direction. An enterprise or brand can win a lot as long as it makes correct directional decisions and forms 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, "The world's greatest salesman" Author: Og? As an excellent marketer, Mandino's 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. And this process is not an advanced course or can be done by imagination. What is needed is a continuous self-motivation process. 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. 5, "Marketing War" Author: Ai? Reese and trout's book is Sun Tzu's Art of War by American companies. 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. 6, "Executive" Author: Ram? Charan is said that this book once ranked first in the Amazon 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. 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. 7. "Ogilvy's point of view" Most of Ogilvy's marketers have a wide range of hobbies and strong brain and hands-on skills, but we can't think that marketers only pay attention to marketing skills and processes in 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 think again, do all obstacles have to do this? Over time, those marketing strategies and skills will really be shelved. 8, "New Integrated Marketing" Author: Tang? Schultz In recent years, the word that planners, marketers and managers talk about most 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. 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 happen to his new integration? If "new" and "old" are just simple word games, there is no doubt whether this game is valuable.