Know-How Exchange : Strategy

In our day of mass publication there is no shortage of marketing books. They cover everything from branding to the inner recesses of the Google Analytics algorithm, all with a slant to marketing.

There are books that are out of copyright that you can use without any further ado. Many of the classics too. "Scientific Advertising" by Claude Hopkins being the most often used. There are others.

That most marketing professors do not know his name is neither here nor there; it is a classic in all senses of the word. That they do not know of him implies their failing, not his. And I'm afraid that most marketing professors in my experience have very little grasp of the realities of marketing. As an example, a paper I was asked to comment on (University of Amsterdam) concluded with a few suggestions as to how keywords might be studied online using various methods yet to be determined. The reality of the situation is that this approach was used in 2004 and algorithms and fortunes already established.

More to the point is that people like Howie Jacobson and Perry Marshall have taken these studies to realms that academics would have trouble dealing with. Both have books and can be contacted directly https://askhowie.com and https://perrymarshall.com

If you still need a marketing professor, my suggestion is to get in touch with them via Linkedin. You can do an advanced search to find someone who matches the specialties you require. If they are near to your own network you can contact them directly - or go to their university website and find them there.

Does this help any? If not, please let me know and I can take a different direction; comments are small places and it's easy to miss the odd inflection of tone.

Donli, as I say, take a look at Linkedin.

You can also check back on them in resources like Wikipedia - or their University/Institution - and see what publications they've written. That way you can find out if they're relevant or not.

I will warn you that professors are not the best of writers. My father was a professor (Cambridge and Unesco) and his writing style is dry. That is to say, you have to want to read it - it won't encourage you or interest you. I know this from having edited enough of his stuff, and it was boring! Mind you, the maps he did were very pretty - he was a dab hand with the colored pencils.