Question

Topic: Career/Training

What Is Essential Reading For A Career In Mktg?

Posted by Anonymous on 10/13/2010 at 5:13 PM ET 25 Points
I would like to pick up some reading to sharpen my skills.
Any suggestions?
I would like to focus on:
Planning + Strategy
Analytics
Research

Thanks all
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RESPONSES

  • Posted on 10/14/2010 at 5:42 PM Accepted
    There are so many ...

    Here's a starter list: https://bit.ly/9bnxbr
  • Posted on 10/14/2010 at 9:44 PM Moderator
    afung, I understand your reaction to Malcolm Gladwell's books. They are entertaining and good leisure reading. But I think there are some embedded lessons for marketers in each one.

    In Outliers, I think the lesson is that marketers should be careful about making assumptions regarding how consumers think and why they make the decisions they do.

    I know that wasn't necessarily Gladwell's intended lesson, but it's a mistake many marketers make, and the book certainly has you thinking twice about causality.
  • Posted by pcarlaw on 10/25/2010 at 3:25 PM Accepted
    In addition to everything above:

    The Cluetrain Manifesto: The End of Business as Usual by Christopher Locke, Rick Levine, Doc Searls, and David Weinberger

    The Laws of Simplicity (Simplicity: Design, Technology, Business, Life) by John Maeda

    Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant by W. Chan Kim and Renée Mauborgne

    The 22 Immutable Laws of Branding by Al Ries

    Flow: The Psychology of Optimal Experience by Mihaly Csikszentmihalyi

    The 48 Laws of Power by Robert Greene and Joost Elffers

    Most books by IDEO.

    Enjoy the reads!
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