Best Marketing Books of 2015
As we look forward to a new year, I wanted to take a quick glance backwards. Specifically at those marketing books that earned a place on my bookshelf this year. (Not a digital bookshelf, either. When I add to my professional library, I go hardcore with hardcover. I go…something that starts with a “p” to match paperback…which I can’t think of right now but am sure it would be alliterative and powerful.)
I read a lot for work; electronic newsletters, blogs, white papers, guides, trade publications and websites. The business of retail marketing moves at a frantic pace, and online resources are great for tracking emerging trends and discovering new voices and ideas. Online information is immediate and timely, responsive to what’s happening right now in our industry and in the larger world where marketers operate. Once you learn to distinguish the substantial from the self-promotional, the interweb is the source for real-time information and inspiration.
But a blog will never replace the in-depth review and analysis that a book can provide. (Nor should it be expected to. Different media, different presentation, different objectives.) Good marketing books take full advantage of the long-form to showcase and explain ideas, theories and creative realities. The best marketing books are timeless, and examine classic concepts and marketing fundamentals within the context of the new.
Below are what I consider the ten best marketing books of 2015:
How to capture share of voice using seven Attention Triggers.
A strategic roadmap to break through the noise and build a long-term Alpha Audience.
About the importance of asking the right questions at the right time.
Explore the new store culture and those changing the face of retail marketing.
Experiences: The 7th Era of Marketing, Robert Rose and Carla Johnson
A look at how content-driven experiences can be created, managed, scaled, promoted and measured in today’s competitive business space.
Misbehaving: The Making of Behavioral Economics, Richard Thaler
An irreverent and honest examination of how to get recognized when your opinions differ from those of the establishment.
The importance of a brand narrative and the art of “story-selling.”
Retail Marketing Strategy: Delivering Shopper Delight, Constant Berkhout
Actionable advice for creating and executing new strategies to boost shopper interaction.
Superforecasting: The Art and Science of Prediction, Philip E. Tetlock and Dan Gardner
How the Superforecaster model can help make good leaders superb and the organizations they lead smart, adaptable and effective.
A handbook of 150 ideas for breaking through creative barriers.