Must Reads: Making Your Maketing Novel

June 22, 2012 § Leave a comment

As you all very well know, I have been spending the majority of my summer doing what I enjoy most: reading. Call me a dork, but more than once marketing book knowledge has saved me from embarrassment. My business book compulsion has also helped me learn things outside of the classroom and workplace; it’s a given, although more than a few people I know take reading for granted, especially in the business field.

In the words of one of my classmates “how can you read during the summer? You couldn’t pay me to do that!” I laughed and proceeded to shove my nose in another book.

This being said, thus far during the summer I have some across more than a few good reads relating to marketing and business as a whole. If you are just beginning to pursue a career in marketing or are a seasoned veteran, I encourage you to pick up any of these titles (many of which are light reading) and go wild.

Here are my top 5 recommended business books for summer reading:

1. Inbound Marketing: Get Found Using Google, Social Media and Blogs by Brian Halligan and Dharmesh Shah

Read this book first! For more than a few reasons, this book has been my savior. Inbound marketing had only been minimally explained to me in school and work, and this book more than filled in the blanks about how the miracle that is user-generated content works. In a very approachable (and even entertaining!) format, Halligan and Shah explain how to use inbound marketing to your benefit, explaining real-world examples of SEO optimiazation techqniques that worked and encouraging you to employ them, as well. Every chapter concludes with a checklist of ways you can incorporate these strategies into your own inbound marketing campaigns. Starting a blog myself at the time, you bet I did as they said; and for the most part, it worked. Halligan and Shah, I owe you one.

2.Crossing the Chasm by Geoffrey Moore

The essential how-to guide of outbound marketing- scratch that; the bible. Moore explains the “Chasm” theory, that in order to sell any product or service, a marketer must first bridge the gap between the Early Adopter and Early Majority markets. “The What?” you say. Basically, this book explains how to keep the momentum behind a brand, service, or product once it has launched and bridge the pitfall created when your brand message does not go public. This book was required reading in my marketing class, and I would have been at a disadvantage if it had not been assigned. And I don’t say that often- did I mention how high school ruined Huckleberry Finn for me?

3. Culturematic by Grant McCracken

This book is a goldmine of real-world examples of brands that stood out and became greater because of it. So how can “reality TV, John Cheever, a pie lab, Julia Child, Fantasy Football, burning man, the Ford Fiesta Movement, Rube Goldberg, NFL films, Wordle, Two and a Half Men, a 10,000-year symphony, and ROFLcon memes” “Help You Create and Execute Breakthrough Ideas?” Without spoiling too much, they do it by being different, word of mouth, and creating a new culture for their consumers. This book is absolutely to blame for my business book addiction at present.

4.Say Everything by Scott Rosenberg

Believe it or not, Blogs are not a leftover scrap of the 1990’s internet bubble, but a real form of marketing prowess for individuals and brands. This book explains just how blogs have become the media by the people, for the people, and why they won’t be going out of fashion, well, for a while. This book blends beautifully when it is read after Inbound Marketing, as it expemplifies inbound marketing done right. Part history, part guide, this book is surprisingly readable. If you have ever even looked at a blog post like this one and considered joining the blogosphere yourself or as a marketing pursuit, read this. Yes, You.

5. Onward by Howard Schultz

A gorgeous read about the trials of the Starbucks company in its re-branding effort during 2007/2008. The book is in a way an inspiration within itself; beginning with the crisis and ending with the return of the company as a top-dog in the coffee world after years of slippage, Howard explains how experience really is everything. As a story, this novel is interesting within itself, but the marketing and business value which can be derived from this novel is invaluable. That and Howard Schultz is thebombdotcom.


Gunn’s Golden Rules by Tim Gunn

Tim Gunn of Project Runway is the perfect example of the personal brand. Rising to fame in his later years, this book describes how even some of the largest names in fashion thankfully have brands like Vogue to form their first impressions. Gunn’s charismatic manner comes through his writing naturally, taking us the reader under his wing like one of his students, and guiding us through his own life experiences to perfect ourselves, and in a marketing context, our own personal brands.

Enjoy the sun, wear suntan lotion, and get your read on!

What are your favorite business books? (i.e indulge me in my pursuits as a bookworm?)


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