2. 2
Summer Reading
What will you bring with you?
• Summertime is here. As the pace of work
slows a bit and you escape to the beach or
the mountains, it’s a great time to catch up
on some reading.
• So, what will you bring with you? We’ve
complied the following list of great reads for
marketers. Some are classics. Some are
new. Some are edifying. Some are inspiring.
All will help shift your perspective and bring
new insights to you and your organization.
• Enjoy your downtime. You deserve it. And,
happy reading!
3. 3
Predictive Analytics
by Eric Siegel
Predictive Analytics is a rich and
entertaining primer on the world of
analytics and big data. One reader has
called it the “Freakanomics of big data.”
Through the use of case studies and
examples, the book is very accessible to
marketers and other businesspeople–not
just technologists. Given the power and
importance of analytics in marketing
today, Predictive Analytics rises to the top
of our recommended reading list.
4. 4
The Long Tail
by Chris Anderson
The Long Tail addresses a fundamental
shift in society that impacts all marketers:
the rise of the niche. As technology drives
down the cost of reaching people and
interacting with them, the old approach of
mass marketing to the mass consumer is
going the way of the dinosaur. It is now
possible to market to smaller and smaller
niches and meet their more specific wants
and needs in profitable ways.
5. 5
Influence
by Robert Cialdini
I’ve really enjoyed Robert Cialdini’s
speaking and writing ever since listening
intently to his Standard lecture on the art
of persuasion which changed forever the
way I think about politics and persuasion.
In Influence, Robert shares research into
how people influence and persuade one
another. And, he shares his research
findings in a very practical, pragmatic way
that businesspeople can put into action.
He argues that, if you want to influence
others, you should help them achieve
their goals.
6. 6
Meaning of the 21st Century
by James Martin
I had the good fortune to hear James Martin
speak while in graduate school, where he
fueled my interest in and passion for
technology. One of the leading minds and most
prolific writers on technology and society, Dr.
Martin was known as the “guru of the
Information Age.”
We were saddened by the news of his death
last month, and we added The Meaning of the
21st Century to our summer reading list to
honor his memory and the impact he had on
so many in business and technology. In this
book, Dr. Martin argues that we can use our
intelligence and technology to improve the
world rather than destroy it. He offers a
hopeful, optimistic call to action.
7. 7
Ctrl Alt Delete
by Mitch Joel
The premise of this interesting, engaging book
by Mitch Joel is that business and technology
are changing at such as pace that radical
action is required: it is time to reboot our
business models and our careers. While many
technology changes have already occurred,
few businesses have adapted. CTRL ALT
DELETE is about changing both you and your
business model and adopting an approach
that incorporates major change as the
ongoing, new normal.
8. 8
Riding the Waves of Culture
by Fons Trompenaars and Charles Hampden-Turner
I’ve been a fan of Fons and Charles ever since
reading their book The Seven Cultures of
Capitalism while studying business in Europe.
Since more and more marketing is global in
nature and requires coordination with many
people from diverse cultures and
backgrounds, we decided to add the latest
edition of their book, Riding the Waves of
Culture, to this list. The ability to lead
effectively in a global business environment is
perhaps the most valuable skill anyone can
bring to an organization.
9. 9
Managing Content Marketing
by Robert Rose and Joe Pulizzi
Robert Rose and Joe Pulizzi are leading
experts in content marketing. Almost everyone
in marketing these days is aware of the
importance of content. Great content is what
helps organizations build fans of their brands
and build relationships with customers.
Content is the linchpin of modern marketing.
In this book, Robert and Joe explain how to
manage that content more effectively.
10. 10
New Rules of Marketing & PR
by David Meerman Scott
It’s difficult to think about a book written so
recently as a classic of modern marketing, but
such is the pace of change in marketing today.
Many marketers consider David Meerman
Scott to be essential reading. If you haven’t
yet read this book, now is a great time to do
so. David does a fantastic job outlining the
changing requirements of promoting products
and services in the digital age.
11. 11
The Icarus Deception
by Seth Godin
In this inspiring book, Seth Godin challenges
us to think about our work as art, to nurture
creativity, and to work without a map. All of
this requires a degree of courage. However, as
Seth points out, obedience and conformity are
no longer the safe options they were for
previous generations.
Use your vacation time to read this book and
come back to work inspired and with a new
perspective.
12. 12
Permission Marketing
by Seth Godin
Why two books by Seth Godin on our list?
Because he’s just that good. Seriously.
In this classic of modern marketing, Seth
explains why people are no longer willing to be
interrupted by marketing messages. The
solution he outlines involves building
relationships, developing trust, and building
brand awareness. Permission Marketing has
become a cornerstone concept of modern
marketing.
