It’s never too late to make professional development a part of your everyday life and there is no better way to do that than to catch up on your reading (either e-reading or a good old fashioned physical book). What follows are some of the best books ever written about marketing and if we were putting together a comprehensive reading list for both recent business school graduates and business veterans wanting to understand the mindset of some of the youngest, brightest voices in the field, these books, many of which are classics, would be on that list. Here’s how we did it. We ranked Inc.’s, Ad Age, Forbes and Wall Street Journal lists of best marketing books and averaged out their place on the list to come up with a top 50. Whether you agree with our assessment or not, there can be no disputing the fact that these are some of the best written and informative business books out there, and available.
50. Extraordinary Popular Delusions and the Madness of Crowds by Charles Mackay
(Dover Publications, August 27, 2003)
49. Buy-ology by Martin Lindstrom
48. The Long Tail: Why the future of business is selling less of more by Chris Anderson
(Hachette Books; Revised edition, July 8, 2008)
47. Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes by Perry Marshall and Bryan Todd
(Entrepreneur Press, November 29, 2006)
46. The Anatomy of Buzz by Emanuel Rosen
(Crown Business, May 2002)
45. The Art of the Pitch: Persuasion and Presentation Skills that Win Business by Peter Coughter
(Portfolio Hardcover; New edition, November 12, 2009)
44. The Cluetrain Manifesto by Chris Locke, Doc Searls, David Weinberger and Rick Levine.
(Basic Books; Anniversary Edition, April 5, 2011)
43. Here Comes Everybody: The Power of Organizing Without Organizations, by Clay Shirky
(Penguin Books; Reprint edition February 24, 2009)
42. Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads by Luke Sullivan
(Wiley; 4 edition, February 10, 2012)
41. Influence: The Psychology of Persuasion, Revised Edition by Robert Cialdini
(Harper Business; Revised edition, December 26, 2006)
40. The Innovator’s Dilemma: The Revolutionary Book That Will Change the Way You Do Business by Clayton Christensen
(HarperBusiness; Reprint edition, October 4, 2011)
39. Life After The 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising by Joseph Jaffe
(Wiley, May 25, 2005)
38. The Little Red Book of Selling: 12.5 Principles of Sales Greatness by Jeffrey Gitomer
(Bard Press; 1st edition, September 25, 2004)
37. Made To Stick: Why Some Ideas Survive and Others Die by Chip And Dan Heath
(Random House; 1st edition, January 2, 2007)
36. Never Eat Alone, Expanded and Updated: And Other Secrets to Success, One Relationship at a Time by Keeith Ferrazzi
(Crown Business; Exp Upd edition, June 3, 2014)
35. The New Rules Of Marketing And PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by David Meerman Scott
(Wiley; 4 edition, July 1, 2013)
34. Re-Imagine!: Business Excellence in a Disruptive Age by Tom Peters
(DK Publishing; 1 edition, October 6, 2003)
33. The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell
(Back Bay Books, January 7, 2002)
32. Waiting For Your Cat To Bark?: Persuading Customers When They Ignore Marketing by Bryan and Jeffrey Einsenberg
(Thomas Nelson; Har/Com edition, June 13, 2006)
31. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity by Avinash Kaushik
(Sybex; October 26, 2009)
30. Where The Suckers Moon: The Life and Death of an Advertising Campaign by Randall Rothenberg
(Vintage, October 31, 1995)
29. Great Leads: The Six Easiest Ways to Start Any Sales Message by Michael Masterson
(American Writers & Artists, Inc., July 18, 1905)
28. Breakthrough Advertising by Eugene Schwartz
(Bottom Line Books, January 1, 2004)
27. Marketing Warfare by Al Ries and Jack Trout
(McGraw-Hill; 1 edition, November 22, 1997)
26. Cashvertising: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone by Drew Eric Whitman
(Career Press; 1 edition (November 3, 2008)
25. Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Dooley
(Wiley; 1 edition (November 22, 2011)
24 .The Ultimate Sales Machine: Turbocharge Your Business with Relentless Focus on 12 Key Strategies by Chet Holmes
(Portfolio Trade; Reprint edition, May 27, 2008)
23. Marketing White Belt: Basics for the Digital Marketer by Christopher Penn
(Amazon Digital Services, Inc.)
22. Getting Everything You Can Out of All You’ve Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition by Jay Abraham
(St. Martin’s Griffin; 1st edition October 12, 2001)
21. Words that Sell: More than 6000 Entries to Help You Promote Your Products, Services, and Ideas by Richard Bayan
(McGraw-Hill; 2 edition, April 5, 2006)
20. Purple Cow by Seth Godin
(Portfolio; New edition, November 12, 2009)
19. Tribes by Seth Godin
(Portfolio; 1 edition, October 16, 2008)
18. Linchpin by Seth Godin
(Portfolio; 1 edition, January 26, 2010)
17. Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders by Adam Morgan
(Wiley; 2 edition, February 17, 2009)
16. From Those Wonderful Folks Who Gave You Pearl Harbor: Front-Line Dispatches from the Advertising War by Jerry Della Femina
(Simon & Schuster; 1 edition, July 20, 2010)
15. Audience: Marketing in the Age of Subscribers, Fans and Followers by Jeffrey Rohrs
(Wiley; 1 edition, November 5, 2013)
14. Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less by Joe Pulizzi
(McGraw-Hill; 1 edition, September 24, 2013)
13. Big Data: A Revolution That Will Transform How We Live, Work, and Think by Viktor Mayer- Schönberger and Kenneth Cukier
(Eamon Dolan/Houghton Mifflin Harcourt; 1 edition, March 5, 2013)
12. The Click Moment: Seizing Opportunity in an Unpredictable World by Frans Johansson
(Portfolio Hardcover, August 30, 2012)
11. Culturematic: How Reality TV, John Cheever, a Pie Lab, Julia Child, Fantasy Football . . . Will Help You Create and Execute Breakthrough Ideas by Grant McCracken
(Harvard Business Review Press (May 15, 2012)
10. The Internet Marketing Bible: by Zeke Camusio
(CreateSpace Independent Publishing Platform, August 11, 2011)
9. Call to Action: Secret Formulas to Improve Online Results by Bryan Eisenberg
(Thomas Nelson, October 31, 2006)
8. Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization by Olivier Blanchard
(Que Publishing; first edition, March 4, 2011)
7. Marketing Management, by Philip Kotler
(Prentice Hall; 14th edition. February 18, 2011)
6. Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business by Jay Conrad Levinson
(Houghton Mifflin; fourth edition, May 22, 2007)
5. YOUtility: Why Smart Marketing is about Help Not Hype by Jay Baer
(Portfolio Hardcover (June 27, 2013)
4. Converge: Transforming Business at the Intersection of Marketing and Technology by Bob Lord and Ray Velez
(Wiley, April 29, 2013)
3. The 22 Immutable Laws of Advertising: Violate Them at Your Own Risk! by Al Ries and Jack Trout
(HarperBusiness; first paperback edition edition, April 27, 1994)
2. Ogilvy on Advertising by David Ogilvy
(Vintage, March 12, 1985)
1. Positioning: The Battle for Your Mind by Al Ries and Jack Trout
(McGraw-Hill; 1 edition, December 13, 2000)
The 50 Best Marketing Books Of All Time
5 Stocks To Watch For January 14, 2019
Some of the stocks that may grab investor focus today are:
- Wall Street expects Citigroup Inc. C 0.05% to report quarterly earnings at $1.55 per share on revenue of $17.59 billion before the opening bell. Citigroup shares rose 0.28 percent to $56.85 in after-hours trading.
- Yeti Holdings Inc YETI raised its forecast for the year. The company said it projects full-year adjusted earnings of $0.88 to $0.90 per share, versus earlier forecast of $0.79 to $0.82 per share, and sales of $778.8 million. Yeti shares jumped 10.83 percent to $18.53 in the after-hours trading session.
- Stein Mart, Inc. SMRT 0.81% reported a 3.3 percent drop in its comparable stores sales for the nine-week period ended January 5, 2019 on a shifted basis. Stein Mart shares tumbled 11.29 percent to $1.10 in the after-hours trading session.
- Analysts are expecting Shaw Communications Inc. SJR 0.05% to have earned $0.22 per share on revenue of $1.01 billion in the latest quarter. Shaw Communications shares rose 1.57 percent to $20.00 in after-hours trading.
- Boot Barn Holdings Inc BOOT issued strong forecast for the third quarter. The company said it expects Q3 sales of $254 million and earnings of $0.66 per share. Boot Barn shares surged 5 percent to $20.36 in the after-hours trading session.
How to Write a Recommendation on LinkedIn
YOU’VE BEEN ASKED TO give LinkedIn recommendations to former colleagues. The pressure is on: Unlike a traditional letter of reference shared with specific employers or hiring teams regarding a particular position, LinkedIn recommendations are public and available to your entire professional network via social media. The approach you take to writing a recommendation on LinkedIn might seriously affect the professional reputation of the person you’re reviewing – for better or worse.
Assuming your goal is to help the person you’re recommending, writing a strong LinkedIn recommendation can boost the candidate’s credentials in the eyes of recruiters, hiring managers and professional peers.
“Recommendations for a candidate are an additional bonus, a cherry on top,” says Alan Fluhrer, talent acquisition manager at W.E. O’Neil Construction. “Just like having a photo increases your chance of getting a contact, a few recommendations add to a person’s credibility.”
Although Fluhrer notes that he reads all LinkedIn profiles of interest to him whether or not they contain recommendations, he explains that “they can only help.”
With this in mind, consider the following pointers to help you deliver an effective and powerful LinkedIn recommendation to colleagues and others with whom you’ve truly enjoyed working.
How to Write a Recommendation on LinkedIn:
- Keep it short, significant and specific.
- Share results, work style and attitude.
- Consider letting the recipient draft the recommendation.
- Post your LinkedIn recommendation
- Keep it short, significant and specific.
Some well-meaning recommendations are nonetheless cringeworthy. The source of the discomfort these cause may be insufficient significance or specificity. Recommendations that highlight underwhelming qualities (“Dustin always arrived on time to work”) or sound generic (“Martha was a reliable employee”) leave readers feeling flat.
Since there’s a 3,000-character limit on LinkedIn recommendations, it’s important to make every word count. Don’t waste your review time sharing basic facts expected in any job. Instead, think of specific strengths that really make the person stand out – for example, that he’s the most responsive communicator you’ve ever worked with, or that she consistently met your department’s goals, below budget.
Share results, work style and attitude.
When you’re in the position to hire someone and are reviewing multiple candidates’ credentials online, you want to get a clear sense of what each person would really be like in the role. You want to know what he or she offers in terms of personal character and professional credentials.
Focusing on the trio of results, work style and attitude can help you strike this balance in a short space. Quantifying a specific outcome that you experienced with your colleague, such as that she designed an award-winning marketing campaign that won your company new business, provides tangible support to back your belief in her.
With results as the centerpiece of your review, you can then ice the cake by briefly describing what you liked about working with the person. Was she someone you could rely on under pressure or in a pinch? Did he make it his mantra to go above and beyond with each project? Give people a taste of the treat you had in working with your co-worker to make it obvious why this person is such a great catch.
Attitude is part of work style, and it’s something essential to most employers. No matter how technically proficient someone is, if she isn’t collaborative, collegial and otherwise great to work with, then she isn’t a great hire. If you appreciated the person’s positive attitude, emphasize that point.
Consider letting the recipient draft the recommendation.
A common practice in writing traditional letters of recommendation is to ask the recipient of the review to write a first draft of what he or she would like you to state in your recommendation. This strategy also works for LinkedIn recommendations, so if you’re busy, it’s fair to request a draft from the person you’re recommending. You have no obligation to post this suggested language, but using this approach saves you time while allowing your colleague to home in on exactly which points he or she hopes you will mention.
Ask the recipient to provide you with the draft outside of the LinkedIn platform so that you can offer edits if needed. Once you and the candidate have agreed on the language that you’ll use, then you can post the recommendation on LinkedIn.
Post your LinkedIn recommendation.
To post your recommendation, click the “more” button on the profile of a first-degree LinkedIn connection, then select “recommend.” Fill out the “relationship” and “position” fields, then click “next.” Type in your recommendation, and then click “send.”
Keep in mind that on this specific social media platform, each member can opt whether or not to display a LinkedIn recommendation she receives, so if you write one that’s not to the recipient’s liking and she hides it, you’ve wasted your time. To that point, if you don’t feel you can give a strong enough recommendation to someone who has requested one, you’re better off declining the ask.
The right way to fire an employee
There’s nothing fun about the firing process: whether you’re giving or getting the news.
“No one likes to fire people, it doesn’t matter how successful or high up they are,” said Kristi Hedges, leadership coach and author of The Power of Presence.
But having to let workers go comes with the territory of being an employer.
And while there are a host of legal issues surrounding how to properly lay off a worker, experts said there are also practical and emotional considerations to take into account when delivering the news.
Don’t surprise them
If a worker is being fired for poor performance, it shouldn’t be a surprise.
Hold regular employee reviews to go over any areas that need improvement, experts recommended. They don’t need to be super formal, but it allows workers time to improve or refocus.
Some states have what’s called at-will employment, which means workers can be fired at any time for any legal reason, but that doesn’t make it a good business practice.
“Legally you may be able to do that, but in many cases, firing an employee without having any reason — especially if it is for performance with no feedback or no indication of doing something — that is not a good way to operate a business,” said Dan Ryan, founder of Ryan Search & Consulting.
If the termination is due to a business model change, try to give affected workers as much notice as possible.
“Sometimes business necessities don’t allow [for a heads up] or for safety reasons you may not want to, each case is different,” said Paula Harvey, vice president of human resources at Schulte Building Systems in Texas. “Make a good decision on how to handle the terminations.”
Do it face to (familiar) face
Firing someone is always going to be uncomfortable. But it needs to happen in person, the experts agreed. Not over the phone, via email or blasted out on Twitter.
“We pick up a lot more information when someone is in front of us,” said Hedges. “You can see body language, feel the energy in the room and react better. It’s a sign of courtesy to let someone go face to face.
She added that it’s best to have the direct manager be the one delivering the news. “If management is having a talk with you, that is a level of intimacy and personal care,” she said. “If you are kicked over to HR to someone you don’t interact with, that sets a different tone.”
Experts also recommended having another person in the room, preferably from human resources, that can serve both as a witness or to help with any unusual reactions or questions.
Be clear and concise
Now’s not the time to wing it. What you say and how you break the news is important when letting an employee go.
Make sure you know exactly why you’re firing a worker, have specific examples and bring the proper documentation. That includes copies of performance reports, any write-ups and applicable financial forms like unemployment insurance and health insurance and 401(k) options.
Be firm and clear in the delivery of the termination and the path forward. “There is no room or need to get into a protracted discussion,” said Ryan. “It is what it is, there is no productive discussion that can take place after.”
Be prepared for emotion, but keep yours in check
Some workers take the news in stride. Others might go through a range of emotions: shock, grief and sometimes anger.
“Show empathy,” said Ryan, but be careful about any physical contact.
Harvey advised against using any harsh words or mean emotions during the termination. “You may be upset that they didn’t perform at the point you hoped, but it doesn’t do you any good. Just say, ‘This is it, we made this decision and we wish you well on your way.'”
Give them a soft landing
For workers who are being let go for non-performance issues, help make the transition as seamless as possible, Hedges recommended.
She said some companies offer employees a long lead time to give them a chance to find a new job or offer some consulting work for the company to help make the transition as smooth as possible.
Be honest with employees
If there is a big round of layoffs, don’t leave employees in the dark. And if word starts spreading about people losing their jobs, move swiftly.
“That kind of rumor mill can be detrimental to those involved, especially if your name is being circulated as on the chopping block,’ said Ryan.
Try to make the cuts all at once, Hedges advised.
“Go deep the first time. It’s better to let more people go at once then to do it over three stages. It prolongs the pain. The worst thing a manger can do when answering whether more layoffs are coming is to say, ‘I don’t know, we will have to see.'”
Once the cuts have been made, be transparent and offer a sense of security to remaining workers.
“If the rest of company doesn’t know what’s going on and the only way to retrieve information is back channel rumors, that crates havoc,” said Hedges.
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