What marketing books to read

Video: The Best Marketing Books To Read In 2021 2024, July

Marketing is an area that interacts with advertising, management and public relations, so it is studied in departments related to the above industries. The marketing course is usually intense, and most of the information specialists have to look for on their own - in specialized literature.

Instruction manual

Philip Kotler’s “Fundamentals of Marketing” is considered a classic, a must-read for anyone who wants to understand this topic. The pages of the book talk about what marketing is and its elements - the market, consumers, products, prices, product distribution. The author teaches the reader to conduct market research, correctly segment the market, draw up a strategy. The text gives many examples from life. At the beginning of each chapter, its objectives are presented to the reader. The manual is written in simple language and is intended specifically for those who are just getting acquainted with marketing.

Another useful guide from F. Kotler - "Marketing. Management". In it, the author addresses the topic of the managerial component of marketing. More extensive information is given here than in the first book. The manual also contains many examples for a clearer understanding of the theory. Each chapter begins with quotes preceding the main text.

The work entirely devoted to marketing research belongs to G.A. Churchill. The book describes in detail what types of research are, why they are needed, how to conduct them, analyze and compile reports on them.

Details on consumer behavior are written in the same manual R. Blackwell, P. Minard and J. Angel. The book talks about how people recognize the needs that make shopping decisions. It touches on the subject of individual characteristics of a person and social attitudes that affect the choice of goods and services. Separate chapters are devoted to the importance of knowledge about upcoming purchases and motivation for this action. At the end of each chapter, brief conclusions and questions for testing knowledge are given. After the main text are cases.

David Aaker, in the book “Creating Strong Brands, ” using well-known companies as an example, reveals the secrets of how to create a memorable and selling brand for your product. Another interesting branding book is Naomi Klein's “No logo”. This is a journalistic investigation explaining the attitude of people to famous brands.

B.M. Enis, K.T. Cox and M.P. Mokva - collected in one book 38 articles from several leading theorists in this field, combining them into four main blocks relating to the philosophy of marketing, customer and market behavior, marketing strategies and competition. The collection is called "Classics of Marketing".

Useful advice

In addition to these books, you can read Z. Fegele's “Direct Marketing: 99 Practical Tips for Finding a Consumer, ” J. Trout, “Marketing Wars” and “Marketing from the bottom up, ” and T. Ambler, “Practical Marketing”.