I haven't read a marketing book for about four years. The last one I read was The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media – Jul 12 2010 by my friend Francois Gossieaux. Before I read any marketing or business book I make sure the author is a legit marketer, not just someone who writes about marketing.
My biggest disappointment in marketing was that almost none of my university marketing professors were marketers. If you think about it this makes sense; if you are good at marketing why would you spend all day teaching it.
The difficulty in teaching marketing is that it is as much an experience thing as it is an academic thing. Good marketers tend to have a decent marketing education and learned from other good marketers. Their real learning comes more from doing than from reading.
But, you still need to do some reading.
With this is mind, here are my top ten books to start your marketing education.
- What's Your Story?: Storytelling to Move Markets, Audiences, People and Brands. Ryan D. Mathews and Watts Wacker, 2010
- Why Popcorn Costs So Much at the Movies: And Other Pricing Puzzles. Richard B. McKenzie, 2010
- The Deviant's Advantage: How Fringe Ideas Create Mass Markets. Ryan Mathews and Watts Wacker, 2002
- Co-Opetition. Adam M. Brandenburger and Barry J. Nalebuff, 1997
- The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do. Clotaire Rapaille, 2007
- The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media. Francois Gossieaux, 2010
- Positioning: The Battle for Your Mind. Al Ries and Jack Trout, 2001
- Marketing Warfare: 20th Anniversary Edition: Authors' Annotated Edition. Al Ries and Jack Trout, 2005
- Brands, Consumers, Symbols and Research: Sidney J Levy on Marketing. Sidney J. Levy, 1999
- When the Headline Is You: An Insider's Guide to Handling the Media. Jeff Ansell ,2010
There are lots of other good books out there. It's not important to read these ten but you should read books written by people who actually know what they are talking about.