由 davidlee0222 » 2006-08-27 10:01
Recommended Books on Marketing
Aaker, David A. and Joachimsthaler, Brand Leadership, The Free Press, 2000. (Good reference)
Bedbury, Scott. A New Brand World, Penguin, 2002. (Excellent paperback on branding and marketing that you can read in a day or on one of those lengthy flights!)
Best, Roger J. Market-Based Management: Strategies for Growing Customer Value and Profitability, Pearson Education, Inc. 2005. (Excellent reference that is strongly based in the concepts of value and metrics).
Keegan, Warren J. and Green, Mark C., Global Marketing, Fourth Edition, Pearson Prentice Hall, 2005 (A standard global marketing text).
Kotler, Philip. Kotler on Marketing. The Free Press, 1999. (This includes a précis of Kotler’s main principles of marketing that can also be found in depth in his textbooks - I recommend any text by Philip Kotler).
Kotler, P. A Framework for Marketing Management, Prentice Hall, 2001 (An alternative to the previous book – this one is a slim paperback aimed at students whereas the above book is aimed more at executives).
Prahalad, C.K. The Fortune at the Bottom of the Pyramid, Pearson Education, 2005 (I’ve already recommended this: great illustrations about how to market to poor people in emerging markets).
Rowley, L. On Target: How the World’s Hottest Retailer Hit a Bull’s Eye. John Wiley & Sons, 2003. (A good read that illustrates the benefits of careful targeting – sorry!)
Twitchell, James, B. Living It Up: America's Love Affair with Luxury Simon & Schuster, 2003 (Learn how the designer labels made it to “mass;” Twitchell is an astute observer of consumers and has an easy style that is laced with humor and keeps your attention. His Branded Nation, Simon & Schuster, 2004 is also a worthwhile read).
Underhill, P. Why We Buy: The Science of Shopping. Touchstone, 2000 (A fascinating and humorous read with details of market research studies).
Wood, Marian Burk, The Marketing Plan Handbook Second Edition, Pearson Education, 2005. (Succinct overview of how to write a marketing plan).