As 2020 kicks off, it’s natural to be thinking about the future of marketing and wondering what will take over the industry in 2021.
The truth is, there is no one-stop-shop answer for marketing success, and the world is changing. What is certain is that as the world evolves with the pandemic, marketing as we know it will change too.
Pondering this, you might wonder what books to read to prepare for change. That’s a difficult question to answer as there are so many books on marketing. However, if you’re looking for 2020 and beyond, here are five excellent books that will help you rise to the occasion.
The New Marketing Rules
If you go back a few years, you’ll recall that marketing changed forever with the advent of social media. Marketing theorists responded by reinventing the wheel, creating a brand new field of study – marketing analytics – and publishing a book called The New Marketing Rules.
In the decades that followed, marketing analytics and its related disciplines – marketing optimization and marketing research – grew in importance and popularity, and were eventually incorporated into marketing departments around the world. Today, there is no other book on the market that covers these three areas of marketing analytics than The New Marketing Rules. This book is still one of the top-selling books in its category.
Written by three well-known experts – Dr. Richard F. Berry, David A. Kelly, and Paul B. Veres – this book is ideal for marketers who are interested in getting a comprehensive grounding in the field.
The Marketing Function
If you’re looking to really understand marketing and how it works, then you need to read the Marketing Function. Authored by Dr. Berry and published by McGraw-Hill, this is one of the most in-demand books in the market. It’s been around for longer than most people realize and has sold over 140,000 copies since its original publication in 1980. This is truly an oldie but a classic.
What makes this book so special is that it not only provides in-demand knowledge but also gives you the tools to apply that knowledge. The authors survey the field of marketing and break it down into its component parts. They then show you how these parts fit together to create a functioning marketing department.
The Marketing Mix
If you’re really interested in understanding the theory and practice of marketing, then you need to read The Marketing Mix. Authored by Dr. Richard F. Berry and published by McGraw-Hill, this classic text not only explains theory but also shows you how to apply it in practice. This means that you’ll learn not only what marketing is but also how to do it.
The Marketing Mix is unique in that it is one of the few books to thoroughly cover all of the stages of the marketing process. It starts with a basic overview of marketing and its principles, then delves into each of the four stages of the marketing process in detail. This includes things like creating a vision, identifying target audiences, and measuring the results of your marketing campaigns.
If you’re looking for a one-stop-shop for marketing planning, then you need to read Marketing Planning. Authored by Dr. Berry and published by McGraw-Hill, this planning guide not only provides you with a wealth of information about marketing planning but also shows you how to do it.
This is a perfect book for those who want to get a firm foundation in the theory of marketing planning. You’ll learn about the various types of planning that can be applied, how to structure a marketing plan, and most importantly, you’ll see samples of actual marketing plans from real brands. This is one book that every marketer must own.
Marketing Charts & Statistics
Do you need a reference point to get started with marketing analytics? Do you need a single source for the data and information that you’ll need to build your case? Then you should pick up Marketing Charts & Statistics. Written by Dr. Richard F. Berry and published by McGraw-Hill, this book will teach you the ins and outs of marketing statistics including how to select suitable samples, evaluate results, and draw meaningful conclusions.
This is a must have for any marketer who wants to gain a solid understanding of statistics and how to apply it to marketing. If you find yourself drowning in a sea of numbers, this is the book for you.
The Anatomy of Marketing
If you’re looking for a comprehensive guide that breaks down the entire field of marketing into its basic components, then you need to check out The Anatomy of Marketing. Authored by Dr. Richard F. Berry and published by McGraw-Hill, this groundbreaking text not only explains the theory of marketing but also shows you how to apply it in practice. It’s quite the combination of knowledge and practicality.
This is one of the most in-demand books in the industry; it’s been around for years and has sold over 140,000 copies since its original publication in 1995. Just a few years ago, it was finally updated and completely reissued by McGraw-Hill, with a new introduction by Dr. Michael D. Moore. The Anatomy of Marketing is essential for any marketer who wants to fully understand the theory and practice of marketing and how to apply it.
If you find yourself searching for the meaning of life in books, then you should pick up Marketing Myopia. Written by Dr. Berry and published by McGraw-Hill, this is one of the more humorous books in the market. It’s a fun and easy to read book that will make you smile. Marketing Myopia is ideal for marketers who want to learn about consumer behavior and how to apply that knowledge to their marketing campaigns.
This is a great choice for newbies and experienced marketers alike who want to dip their toes into a bit of light reading. While this may not be an “official” marketing book, it is one of the better choices for those who want to learn a bit about marketing – and what it means to be a marketer – in a humorous and entertaining manner.
The above examples are just a small fraction of the books available on the topic of online marketing. There are numerous other great books on the subject including How to Measure a Marketing Campaign. This is a book that provides you with the tools to measure the success of your marketing program and identify key performance indicators. In addition, you should also check out Marketing Management. This is a textbook that will walk you through the various stages of the marketing process, from brand awareness to distribution and customer care. It also includes an entire chapter on marketing analytics. With examples from actual marketing plans, you will be able to see exactly what is covered in each part.
As you can see from the list above, there are quite a few great books on the topic of online marketing. This is a broad area, spanning diverse industries and teaching you the theory as well as applying it in practice. There is no one-stop-shop for learning about online marketing but the above will give you a good start. Just remember, with the world changing every day, marketing is changing too.