Know-How Exchange : Strategy

What your choice will be really depends on the approach you wish to take.

If you have just ground your way through university you may find Philip Kotler to your liking
https://www.amazon.com/Marketing-Management-Philip-Kotler/dp/0130336297

To me the secondhand price seems expensive given how much money his manner of advertising has cost businesses over the years.

A better buy, and one that is still worth the money is Rosser Reeves' "Reality In Advertising"

https://www.amazon.com/Reality-Advertising-Rosser-Reeves/dp/0394442288

It is a book whose time has yet to come. It was published in the year I was born, and is still a mystery to most - the reasons are intellectual not practical.

If you want Google (PPC/Internet) advertising - Howie Jacobson's Google Adwords for Dummies is as good a start as any.

Perry Marshall has a huge amount of stuff on his website. In itself, the information presented there would take any newbie marketer and set them up in their own right. His stuff is simple, practical and scaleable - that he begins with internet marketing is only because it is fast and effective. The things you learn from it can be used in any of the traditional media. Those consultants who implement internet marketing effectively command large retainers.

I hope this helps.

Good suggestions from Moriarty. I would add the ORIGINAL book defining marketing positioning strategy .. "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout:


https://www.amazon.com/Positioning-The-Battle-Your-Mind/dp/0071373586/ref=s...

Dan Kennedy's "No BS" books are all excellent.

Ditto the "Wizard of Ads" books from Roy Williams.

Likewise anything by Joe Spoelstra.

Ditto "Ogilvy on Advertising"

And the Gary Halbert letters, all of which are available free online.

Good suggestions above, some of which are also included on this list: https://bit.ly/9bnxbr