What Every Marketer Should Read

Finalist for the 2003 Berry-American Marketing Association Book Prize!
Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense.
By Kevin J. Clancy and Peter C. Krieg (Free Press, 2000)

Differentiate or Die: Survival in Our Era of Killer Competition
By Jack Trout (John Wiley & Sons, 2000)

Plus...
(List organized by topic, then alphabetically by author.)

Advertising/Promotion
•  Aaker, David and Rajeev Batra. Advertising Management. Prentice Hall, 1996.
•  Bogart, Leo. Strategy in Advertising: Matching Media and Messages to Markets and Motivations. NTC Business Books, 1995.
•  Book, Albert C., Norman D. Cary, Stanley I. Tannenbaum, and Frank Brady. The Radio & Television Commercial. NTC Business Books, 1996
•  Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear. Promotional Strategy: Managing the Marketing Communications Process (The Irwin Series in Marketing). Richard D. Irwin, 1994.
•  Lodish, Leonard M. The Advertising and Promotion Challenge: Vaguely Right or Precisely Wrong? Wharton Executive Library, Out of Print. (ASIN: 0195037022)
•  Ogilvy, David. Confessions of an Advertising Man. 1987 Out of Print. (ASIN: 0844237116.)
•  Ogilvy, David. Confessions of an Advertising Man (I Don't Know What This Means). Audio Cassette Edition. Careertapes Enterprises, 1990.
•  Ogilvy, David. Ogilvy on Advertising. Random House, 1987.
•  Rapp, Stan, Thomas L. Collins. Tom Collins The New Maximarketing. McGraw-Hill Book Company, 1996.
•  Rapp, Stan. Maximarketing; The New Direction in Advertising, Promotion, and Marketing Strategy. New American Library, 1989.
•  Rust, Roland T. Advertising Media Models: A Practical Guide. Out of Print. (ASIN: 0669093750)
•  Schultz, Don E., Stanley I. Tannenbaum, and Anne Allison. Essentials of Advertising Strategy. NTC Publishing Group, 1998.

Branding/Brand Equity
•  Aaker, David A. Building Strong Brands. The Free Press, 1995.
•  Aaker, David A. Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press, 1995.
•  Cleary, David Powers. Great American Brands: The Success Formulas That Made Them Famous. Fairchild Publications, 1980.
•  Farquhar, Peter and Peter F. Drucker. Branding: Building Your Company's Best Asset. McGraw-Hill Book Company, 1998.
•  Keller, Kevin Lane. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall (Scl.), 1998.

Customer Service/Service Quality
•  Berry, Leonard L. Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success. Free Press, 1999
• Berry, Leonard L. and A. Parasuraman. Marketing Services: Competing Through Quality. The Free Press, 1991.
•  Berry, Leonard L. On Great Service: A Framework for Action. The Free Press, 1995.
•  Zeithaml, Valerie A., A. Parasuraman, and Leonard L. Berry. Delivering Quality Service: Balancing Customer Perceptions and Expectations. The Free Press, 1990.

Direct Marketing/Database Marketing
•  Berger, Paul D. and Mary Lou Roberts. Direct Marketing Management. Prentice Hall (Scl.), 1989.
•  Silverstein, Barry. Business-To-Business Internet Marketing: Five Proven Strategies for Increasing Profits Through Internet Direct Marketing. Maximum Pr, 1998.

Industrial Marketing/Marketing and Manufacturing
•  Blackburn, Joseph D. Time-Based Competition: The Next Battleground In American Manufacturing. (Business One Irwin/APICS Series in Production Management). Irwin Professional Publishers, 1990.
•  Webster, Frederick E., Jr. Industrial Marketing Strategy. John Wiley & Sons, 1995.
•  Webster, Frederick E., Jr. Market-Driven Management: Using the New Marketing Concept to Create a Customer-Oriented Company (The Portable MBA). John Wiley & Sons, 1994.

Integrated Marketing Communications
•  Schultz, Don E., Stanley I. Tannenbaum, and Robert F. Lauterhorn. The New Marketing Paradigm: Integrated Marketing Communications. NTC Business Books, 1994.

Internet Marketing
•  Seybold, Patricia et al. Customers.Com: How To Create a Profitable Business Strategy for the Internet and Beyond. Times Books, 1998.
•  Downes, Larry. Unleashing the Killer App: Digital Strategies for Market Dominance. Harvard Business School Pr, 1998.
•  Hagel, J., and Armstrong, A. Net Gain: Expanding Markets Through Vrtual Communities. Harvard Business School Pr, 1997.

Management/General Business
•  Davis, Stan. Future Perfect (Updated Edition). Addison-Wesley Publishing Co., 1997.
•  Drucker, Peter F. Adventures of a Bystander (Trailblazers, Rediscovering the Pioneers of Business). John Wiley & Sons, 1998.
•  Drucker, Peter F. Managing in a Time of Great Change. Plume Books, 1998.
•  Drucker, Peter F. The Practice of Management. HarperCollins Publishers, 1993.
•  Hayhurst, Jim, Sr. The Right Mountain: Lessons from Everest on the Real Meaning of Success. John Wiley & Sons, 1996.
•  Levitt, Theodore. Thinking About Management. The Free Press, 1991.
•  Porter, Michael E. Competitive Advantage: Creating and Sustaining Superior Performance. The Free Press. 1998.
•  Porter, Michael E. Competitive Strategy: Techniques for Analyzing Industries and Competitors. The Free Press, 1998.
•  Porter, Michael E. The Competitive Advantage of Nations: With a New Introduction. The Free Press, 1998.
•  Reichheld, Frederick F. The Loyalty Effect. Harvard Business School Press, 1996.

Marketing: General
•  Beckwith, Harry. Selling the Invisible: A Field Guide to Modern Marketing. Warner Books, 1997.
•  Berg, Thomas L. Mismarketing: Case Histories of Marketing Misfires. Out of Print. (ASIN: 0385043295)
•  Clancy, Kevin J. and Robert S. Shulman. Marketing Myths That Are Killing Business: The Cure for Death Wish Marketing. McGraw-Hill, Inc., 1993.
•  Clancy, Kevin J. and Robert S. Shulman. The Marketing Revolution: A Radical Manifesto for Dominating the Marketplace. HarperBusiness, 1991.
•  Kotler, Phil. Kotler on Marketing: How to Create, Win, and Dominate Markets. Free Press, 1999.
•  Kotler, Philip, Swee Moon Ang, and Siew Meng Leong. Marketing Management: An Asian Perspective. Prentice Hall, 1998.
•  Kotler, Philip, Paul N. Bloom, and Margaret Dalpe. Marketing Professional Services. Prentice Hall Trade, 1998.
•  Levitt, Theodore. The Marketing Imagination. The Free Press, 1986.
•  Lilien, Gary L., Philip Kotler, and K. Sridhar Moorthy. Marketing Models. Prentice Hall Sd., 1995.
•  Perreault, William D., Jr. and E. Jerome McCarthy. Basic Marketing. McGraw-Hill Book Company, 1998.
•  Perreault, William D., Jr. Essentials of Marketing: A Global-Managerial Approach, 1997-1998 Edition. Richard D. Irwin, 1997.
•  Postma, Paul and Philip Kotler. The New Marketing Era: Marketing to the Imagination in a Technology-Driven World. McGraw-Hill Book Company, 1998.
•  Kotler, Philip and Gary Armstrong. Principles of Marketing. Prentice Hall, 1998.

Marketing Mix/Marketing Planning
•  Lehmann, Donald R. and Russell S. Winer. Analysis for Marketing Planning (Irwin Series in Marketing). Richard D. Irwin, 1996.
•  Lilien, Gary L. Marketing Mix Analysis, With Lotus 1-2-3 Including Disk. Out of Print. (ASIN: 0894260693)

Marketing Research
•  Haller, Terry. Danger: Marketing Researcher at Work. Quorum Books, 1983.
•  Kinnear, Thomas C. and James R. Taylor. Marketing Research: An Applied Approach. McGraw Hill Text, 1995.
•  Lehmann, Donald R., Sunil Gupta, and Joel H. Steckel. Marketing Research. Addison-Wesley Publishing Co. (Sd), 1997.
•  Underhill, Paco. Why We Buy: The Science of Shoppping. Simon & Shuster, 1999.
•  Smith, J., and Clurman, A. Rocking the Ages: The Yankelovich Report On Generational Marketing. Harperbusiness, 1998.
•  Matheson, J., and Matheson, J. The Smart Organization: Creating Value Through Strategic R&D. Harvard Business School Pr., 1998.

New Product Development
•  Urban, Glen L. and John R. Hauser. Design and Marketing of New Products. Prentice Hall Sd., 1993.

Positioning & Segmentation
•  Myers, James H. Segmentation and Positioning for Strategic Marketing Decisions. American Marketing Association, 1996.
•  Ries, Al and Jack Trout. Positioning: The Battle for Your Mind. Warner Books, 1993.

Pricing
•  Nagle, Thomas T. and Reed K. Holden. The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making. Prentice Hall, 1994.

Simulated Test Marketing/Forecasting
•  Clancy, Kevin J., Robert S. Shulman and Marianne Wolf. Simulated Test Marketing: Technology for Launching Successful New Products. Lexington Books, 1994.

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