We asked and you answered!
We asked The Official DMA LinkedIn Group what their favorite past and current marketing books were and we got a wealth of responses.
See something missing? Let us know in the comments below or on the LinkedIn post so we can continue to build a comprehensive list of the best books in marketing!
By Eugene Schwartz
Brian Kurtz, Executive of Boardroom Inc, says its among his favorites “Because it’s as much about human behavior as it is about ‘creative, copy and marketing.” Not one word has been changed from the 1966 original edition and it is 100% relevant today. “
Put simply, Gene’s book addresses the universal problem of all copywriting: How to write a headline — and an ad that follows it — that will open up a whole new market.
By Masterson & Forde
In Great Leads: The Six Easiest Ways to Start Any Sales Message marketing genius Michael Masterson and master copywriter John Forde break through that ignorance to provide a clear, concise, and easy-to-follow guide to writing successful leads. Michael and John examine crucial aspects of writing powerful, successful leads and show how this process starts long before one word is put on paper.
Ogilvy on Advertising
By David Ogilvy
Sheila Lothian says this is, “Endlessly fascinating and inspiring.”
A candid and indispensable primer on all aspects of advertising from the man Time has called “the most sought after wizard in the business”.
By Brad VanAuken
This is a ready reference that leads the way for anyone setting out to build a winning brand! Written by an acknowledged expert with 20 years of experience building world-class brands, “Brand Aid” is a day-to-day quick-reference guide that provides solutions for the 22 most pressing problems faced by brand managers.
All Marketers are Liars
By Seth Godin
Ken Hurd says this is “A quick read and great reminder on how marketers should focus on creating a ‘story’ about their products”
Journalist and marketing guru Godin, author of Purple Cow: Transform Your Business by Being Remarkable, contends that, in an age when consumers are motivated by irrational wants instead of objective needs and “there is almost no connection between what is actually there and what we believe,” presenting stolid factual information about a product is a losing strategy. Instead, marketers should tell “great stories” about their products that pander to consumers’ self-regard and worldview.
The New Strategic Brand Management, 5th Edition
By J N Kapferer
Explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by brand strategists today, supported by numerous international case studies.
The Marketing Imagination
By Theodore M. Levitt
Since its publication in 1983, The Marketing Imagination has been widely praised as the classic, all-inclusive “Levitt on Marketing” Now Theodore Levitt – renowned as the Harvard Business School’s “guru of marketing” – has newly expanded his original work to recap the developing globalization debate and to respond to his critics.
By Al Ries and Jack Trout
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, “Positioning” describes a revolutionary approach to creating a “position” in a prospective customer’s mind – one that reflects a company’s own strengths and weaknesses as well as those of its competitors.
Tested Advertising Methods
By John Caples
A legend in advertising for more than 60 years, John Caples’s classic work has been updated to retain all of the candid analysis and invaluable award-winning ideas from the original while bringing it up to date on the many changes in the field.
By Nick Usborne
Net Words explores the reasons why and makes a strong case for a revolutionary new approach to copywriting tailored to the unique demands of a powerful new medium. With the help of dozens of examples of successful and unsuccessful on-line writing, author Nick Usborne shows readers how to harness the power of the written word for the Web.
Secrets of Successful Direct Mail
By Dick Benson
This book is a classic. It is easy to read, easy to use. A basic reference for anyone interested in bringing a service or product to the attention of consumers.
Living the Brand
By Nicholas Ind
Living the Brand demonstrates how a participatory approach can enhance employee commitment, improve service standards, and focus effort to deliver business goals. This practical and inspirational book is about how organizations can empower their employees and create “brand champions.”Living the Brand demonstrates how a participatory approach can enhance employee commitment, improve service standards, and focus effort to deliver business goals. This practical and inspirational book is about how organizations can empower their employees and create “brand champions.”
By Perry Marshall
Guided by famed marketing consultant and best-selling author Perry Marshall, sales and marketing professionals save 80 percent of their time and money by zeroing in on the right 20 percent of their market — then apply 80/202 and 80/203 to gain 10X, even 100X the success.
By Lester Wunderman
Lester Wunderman created the business known as direct marketing. Today, he is Chairman of Wunderman, Cato, Johnson, the largest direct marketing organization in the world, with billings in excess of $1.5 billion and 65 offices in 36 countries. This is his own story, in his own words, of how he did it
Direct Mail Copy That Sells
By Herschell Gordon Lewis
Here are the secrets of writing copy that sells, revealed by the best known and most highly respected direct mail writer of our time.
Mailing List Strategies
By Rose Harperp