My LRUG talk on “Marketing for Developers” was based on the idea that tech marketing can learn a lot from traditional marketing.
In the talk I mentioned a few books (and included one in the summary). Here’s the full list of my top 10 favorite books in traditional marketing:
- Disruption – Jean-Marie Dru. Full of inspirational examples, and gives insights into different “types” of advertisting.
- Eating the Big Fish – Adam Morgan. Widely quoted. Contains many good examples.
- Trading up – Michael Silverstein et. al. Great case studies of “New American Luxury” companies (e.g. Starbucks, Pret, Oakley) and how they succeeded (with charismatic entrepreneurs who knew their customer without having to do consumer research).
- Why We Buy – Paco Underhill. Entertaining book with real insight into retail and shopping.
- Brand Failures – Matt Haig. An illuminating and readable set of case studies, including the infamous Persil Power.
- Positioning – Al Ries & Jack Trout. Classic explanation of the positioning concept (but very similar to their other books).
- Truth, Lies and Advertising – Jon Steel. Detailed and hands-on account of how to make good advertising, full of great examples.
- Flat Earth News – Nick Davies. Fascinating book on the rise of “churnalism” and role of PR.
- Never Mind the Sizzle…Where’s the Sausage? – David Taylor. Highly readable book about the importance of product
- Simply Better – Patrick Barwise. Based on the idea that it’s more important to be distinctive than differentiated.