In order to succeed at building a valuable brand in the competitive and dynamic global market, a marketer must come up with an effective and integrated strategy that involves research, marketing, advertising and publicity. Information on setting up such a strategy comes from many sources including blogs, forums, seminars and the classroom – but the best, latest and in-depth ideas come from books. If you are a marketer, you should have read these three books.
How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman
This book is essentially a new approach to understanding the ‘hows’ and ‘whys’ customers buy. The book is mind-opening and builds on research from diverse disciplines including neurology, cognitive science and literary analysis. Gerald Zaltman walks you through what happens inside the complex mind, body, market and society systems and trains you to research and speak to unconscious brains, evoke valuable meanings in marketing to sale more and build a brand.
How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients by Jeffrey J. Fox
Rainmakers are the big bucks makers – and Jeffrey J. Fox promises to take you closer to being one. This book focuses on training marketers to bring big money, big clients and big deals using simple hard-hitting marketing strategies. Fox explains the Rainmaker’s Credo – the reasons customers don’t pay attention to you and why you should sell on a Friday afternoon among other critical skills.
Selling to Big Companies by Jill Konrath
If your goal as a marketer is to grow to one day sell to big companies, then this book may just be your instructions manual. Jill leads you on a step-by-step ride to discover how to achieve marketing success by creating sure-fire strategies that shrink sales cycles, crack into big accounts and close more deals.