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Reviewed by Donald Chang, Professor, Metropolitan State University of Denver on 4/29/19
Reviews
The textbook provides basic coverage of main concepts found in most principles of marketing. Overall, the discussion throughout the book tends to be less comprehensive. In some areas, the author glossed over without providing sufficient details.. read more
Reviewed by Nicole Lytle, Faculty Lecturer, LaGuardia Community College on 4/24/19
This resources covers all the relevant topics traditionally covered and necessary for an introduction-level course. The material is presented in comprehensive way. read more
Reviewed by Duane Bernard, Lecturer, Gettysburg College on 3/12/19
The text book covers all of the typical topics for this level of marketing. If there is any criticism it is that some topics are covered very sparsely. For example, the topic of subliminal messaging is given a few sentences. While it is not.. read more
Reviewed by Lori Rumreich, Assistant Professor of Marketing, Marian University on 3/5/19
This book provides comprehensive coverage of marketing principles equivalent to other textbooks. There is very nice coverage of supply chain and logistics beyond many other principles books. The marketing plan section at the end is very useful.. read more
Reviewed by Rosemary Prince, Teaching Faculty III, Florida State University on 12/6/18
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The concepts covered in Principles of Marketing - 2015 are appropriate for an introductory level course. The discussion of the 4 Ps as creating, communicating, delivering and exchanging provides an interesting perspective. An index and glossary.. read more
Reviewed by Melodi Guilbault, Senior University Lecturer, NJIT on 5/21/18
The book covers all content generally covered in a Principles of or Introduction to Marketing course. The issue is that the content is old. The content is based on a text written in 2010. For example, there are only a few short paragraphs on.. read more
Reviewed by David C Taylor, Assistant Pofessor, University of Houston on 3/27/18
A very good comprehensive introduction for marketing. Also would serve as a great refresher text for upper-level marketing courses. read more
Reviewed by Mary Tripp, Business Faculty, St. Paul College on 2/1/18
The textbook covers the material found in the majority of introductory marketing textbooks. The topics covered are appropriate and the scope meets the basic needs of a principles of marketing course. A searchable index would add to the.. read more
Reviewed by Kristin Hagan, Associate Professor, Northern Virginia Community College on 6/20/17
This text includes all of the major learning objectives covered in an introduction to marketing class. The main topics include the definition of marketing, strategic planning, consumer behavior, the 4 Ps, offerings, marketing channels, selling,.. read more
Reviewed by Oksana Grybovych, Associate professor, University of Northern Iowa on 12/5/16
The text would greatly benefit from a table of contents, glossary, and an index. Otherwise, most content areas are discussed rather thoroughly - even though, as the previous reviewer mentioned, the text is lacking in its application towards.. read more
Reviewed by Chris Blocker, Assistant Professor, Colorado State University on 1/7/16
Principles of Marketing by Tanner & Raymond is a very comprehensive text, which addresses the full gamut of topics that an instructor might want to cover. It also offers nice integration of some topics that might normally be neglected, e.g.,.. read more
Reviewed by Marina Jaffey, Instructor & Program Leader Marketing, Camosun College on 10/9/13
This American Principles of Marketing text covers all the key areas & ideas normally included in a first year College/University Introduction to Marketing course. There are 16 chapters in the text and most key topic areas are discussed.. read more
The 6 Best Marketing Books to Read in 2018
There are a lot of ways to stay on the cutting edge for marketing strategies in 2018 (like reading this blog for example). Reading is one of the top characteristics of successful people so weâve developed this list of the 6 best marketing books to consider reading. From virtual reality, to content marketing to evolving brand management these are the books to consider reading this year.
Brand Intimacy was an immediate âyesâ to our list of the best marketing books to read. This book does a really nice job of explaining the underpinnings of brand loyalty on a number of levels including psychology, marketing and the consumer journey. Authors Natarelli and Plaper draw some intriguing conclusions, for example, the ways consumer intimacy with brands closely mimics human intimacy with family and friends. Brand Intimacy offers a helpful guide for assessing the intimacy of your brand and delivers a comprehensive look at how businesses of all kinds can build the intimacy so many covet.
Replete with helpful infographics and divided into exceptionally well-organized sections, the lessons of Brand Intimacy: A New Paradigm in Marketing are digestible and easily transferable to your own business.
2. Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes (Ultimate Series) 5th Edition by Perry Marshall, Mike Rhodes, and Brian Todd
Google AdWords is an essential tool for growing the âdiscoverabilityâ of your brand. Knowing the ins and outs of Googleâs built-in advertising feature can be tricky but the Ultimate Guide to Google Adwords explains it in a frank and easily understandable way. This book is written for users with all levels of experience. Whether youâre a newcomer to the SEO/AdWords game or have been running campaigns for years, everyone can learn something from what this trio of authors has to say. It takes a long time to refine your landing pages and ad campaigns to get the formula right. The beauty of this book is that itâs set up perfectly to read some chapters here and there and tinker as you go along.
At just $9 for the Kindle version, Ultimate Guide to Google AdWords is a steal. Thereâs a lot of info in here, so feel free to only read the bits you find most useful. But so much of the process of getting AdWords right is incremental, so trying as many of the tips as possible will likely yield the best results.
3. Marketing New Realities: An Introduction to Virtual Reality & Augmented Reality Marketing, Branding, & Communications by Cathy Hackl
Marketing New Realities, written by someone at the frontier of technological improvements in the marketing field, equips you to get ahead of trends rather than just meagerly imitating what others are doing.We canât pretend VR and AR are fads that will disappear in the next few months or years. As this book demonstrates, the possibilities for VR in all sorts of industries are limitless. More and more businesses are making the foray into VR to build a unique and interactive branding experience.
An innovative touch may just be what your business needs to stand out. Pokemon emerald randomizer for pc free. Implementing VR isnât as daunting as it sounds. One of the strengths of this book is that it is devoid of the vague jargon and technobabble that could confuse and discourage readers. Itâs clear in its instructions and astute in its analysis. The sooner you read Marketing New Realities the sooner you can reap the full benefits of an intimate grasp of how to leverage VR and AR.
Weâve been hearing about millennials and Gen Zers for a while now, mostly in tired and lazy tropes. One thing about them thatâs true and has real implications is that they are very socially conscious and make their purchasing decisions accordingly. Research has shown that millennials disproportionately support brands that are sustainable or are trusted to make socially optimal decisions. This book can help you understand exactly what you need to do to strike the right tone with your businessâs social stances. Itâs going to be tougher and tougher to sell just on the strength of your product. Your customers will need to be convinced that you care about the things they care about. This book will underscore why the need to evolve is so pressing, the ways brands can effectively engage young customers and identifies real-world examples of impactful socially conscious campaigns. Itâs a must read for a deep understanding of the future economy.
5. Practical Content Strategy & Marketing by Julia McCoy
One of the most frustrating things about content marketing is feeling like the content youâre making isnât reaching anyone. Just about every topic you can think of is covered in this great book by Julia McCoy, Practical Content Strategy . With five modules discussing subjects like cornerstone content, mapping out buyer personas, guest blogging and more. Thereâs a lot that goes into producing content that people will read, but the first step is figuring out a cohesive strategy. This book does a tremendous job of creating a purpose behind every action. There has to be some rationale behind doing every single thing you decide to do. Itâs straightforward and easy to apply to creating exceptional content. The title holds trueâthis advice really is practical. If you want a no-nonsense approach to constructing a content strategy that will actually work, this book is for you.
6. Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling by Michael Port
For services firms and consultants dealing with bad clients can be frustrating, including the feeling that you canât drop them and lose revenue. We included Book Yourself Solid on our list of best marketing books as a great guide to getting out of the cycle of attracting bad clients and working with people who are good fits for you and youâre business. Itâs a good book for marketing if youâre a consultant, small business or solopreneur but there are quite a few good tips for anyone in there.
This book is not only eloquently written itâs an easy read. Itâs also well organized, with separate chapters on all aspects of branding yourself; chapters include âBecoming a Likeable Expert in Your Fieldâ and âThe Book Yourself Solid Referral Strategy.â You do your best work when youâre working with people who share your vision and respect your abilities. The idea that marketers struggle to market themselves is a bit ironic, but is something we all struggle with to some degree. Thanks to this book, youâll become an expert at attracting the clients you want to have.
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Digital marketing is ever-changing. New tools are constantly being created, search engine algorithms are frequently changing and new social media platforms are coming online all the time. This makes digital marketing an exciting and innovative industry, but the challenge that this brings is that it can be hard to keep up with all the latest marketing trends and knowledge.
Though it may seem at odds with the online world, for many marketers, a good book is still the best source of guidance and practical advice on the latest in digital marketing.
So to get our hands on some of the most informative and valuable books on digital marketing, we reached out to marketers from around the world and asked them what the best marketing books from the past year are.
Their responses feature books on everything from SEO to growth hacking. So, in no particular order, here is our list of the past yearâs top ten digital marketing books chosen for marketers, by marketers.
Killing Marketing â By Joe Pulizzi and Robert Rose
Undoubtedly, the best marketing book I read this year was âKilling Marketingâ. As marketers, we often define success as generating web traffic, leads, and customers. But under those success metrics, marketing departments almost universally end up operating at a loss for their respective organizations.
But it doesnât have to be that way. In this book, Pulizzi and Rose do a masterful job of showing marketers an alternative world in which marketing departments accomplish traditional goals AND turn a profit. Filled with actionable insights and real-world examples, this book left me feeling empowered and motivated. It will do the same for anyone who reads it.
â Stephen App, Senior Marketing Manager at eCity Interactive The Art of SEO â By Eric Enge
There are so many SEO books and blogs for you to read, but a majority of them are not very useful and tend to include the same old regurgitated crap. But this book is one of the best SEO books that you can buy. Itâs covers everything from the basics of a website structure to tips for making useful content. In particular parts of the book, it even talks about historic trends to help you better understand the algorithms.
â Ryan Scollon, Freelance SEO and PPC consultant Content Chemistry â By Andy Crestodina
I recently read this book and feel it is a must-read for digital marketing this year. The book is written by Andy Crestodina, who is the owner, founder, and director of an award-winning web design company in Chicago. He is also known for speaking at international conferences. Prison break torrent all seasons. What attracted me to the book was the fact that it explains exactly what excellent publishing content is. What you show to the world can make or break you.
â Nick Sawinyh, Product Growth Manager at Seomator The Ask Method â By Ryan Levesque
The Ask Method is a thought-provoking read for two main reasons. Firstly, it provides a unique way of immediately increasing your website conversions and sales. And secondly, it can guide your thinking across all facets of marketing and product development so that you are offering exactly what the different segments of your target market actually want.
â Ben Geoghegan, Marketing Manager at Brightest Minds SEO 2017 â By Adam Clarke
SEO 2017 is on my short list when recommending digital marketing books to newcomers in the field. Itâs a fairly comprehensive guide while serving up technical information in an easy to digest format â a nice balance. The book was updated in November 2017 for the latest changes and how to take advantage of them, keeping this book relevant for the start of 2018.
-Justin Shaw, Founder & Managing Director at One & Zero Traction â By Gino Wickman
This book goes over each tried, tested and true marketing channel that any marketer should test out for their business. It gives real results and pitfalls from the field and how to approach each one. This is a great way to approach a new business or product for the first time.
â Kean Graham, CEO at MonetizeMore Get to Aha â By Andy Cunningham
Andy Cunningham was a catalyst behind the huge success of Apple. In this very well written book, Andy explains her concept of positioning before branding. It covers how to recognize your own companyâs DNA and how to position your business within the marketplace.
â Richard Howe, Web Designer at Colour Rich KNOWN â By Mark W. Schaefer
Digital marketing is ever-evolving. Sure, the foundations remain the same, but what helps you stand out from the crowded ecosystem is new technology,= and updated algorithms, which means you have to constantly do your research, constantly learn and adapt. What I love most about Mark Schaeferâs âKNOWN: Building and Unleashing Your Personal Brand in the Digital Ageâ isnât how itâs laid out in a step-by-step plan or how it includes real-life case studies and inspiring stories to prove his point, itâs in the complimenting workbook that turns the insights youâve learned from the book into action.
â Lauren Gilmore, Owner of PR and Prose Hacking Growth â By Sean Ellis and Morgan Brown
Iâm a growth marketing consultant for various software companies and as a growth marketer, Iâm partial to âHacking Growthâ by Sean Ellis and Morgan Brown. While growth hacking is an often misused phrase, this book really dives deep into what growth really is and how to create growth in a consistent manner, using case studies from some of the fastest growing startups. The book has no fluff and explains the exact processes and strategies to use. Itâs a must-read for any growth marketer.
âSid Bharath, SAAS marketing consultant and entrepreneur at Afffluent Ultimate Guide to Google AdWords â By Perry Marshall, Mike Rhodes and Bryan Todd
The best digital marketing book in 2017 for me is âUltimate Guide to Google AdWordsâ. This book has changed my mindset, my business and my life. It is not just about learning Adwords, it is about learning how to dominate your niche by being able to convert more traffic and buy more of it.
Perry is the worldâs number one AdWords guru and he tells you everything he knows about Adwords in this book. It is not a dry textbook, it is very engaging and makes learning the complex art and science of AdWords a joy. I always have this book to hand.
â Adam Watson, Marketing Director at www.hollywoodmirrors.co.uk They Ask You Answer â By Marcus Sheridan
I have given away over 20 copies of this book. Itâs all about how to create content that actually moves the needle for your business.
â Derric Haynie, CEO at Vulpine Interactive
Hopefully, some of these book recommendations will inspire a trip to the bookshop â or the Kindle store. Do you have a favorite book on digital marketing from the past year? Let us know what it is in the comments below.
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Book images via Amazon.com RelatedThe 6 Best Marketing Books to Read in 2018Free Marketing Textbooks Online
There are a lot of ways to stay on the cutting edge for marketing strategies in 2018 (like reading this blog for example). Reading is one of the top characteristics of successful people so weâve developed this list of the 6 best marketing books to consider reading. From virtual reality, to content marketing to evolving brand management these are the books to consider reading this year.
Brand Intimacy was an immediate âyesâ to our list of the best marketing books to read. This book does a really nice job of explaining the underpinnings of brand loyalty on a number of levels including psychology, marketing and the consumer journey. Authors Natarelli and Plaper draw some intriguing conclusions, for example, the ways consumer intimacy with brands closely mimics human intimacy with family and friends. Brand Intimacy offers a helpful guide for assessing the intimacy of your brand and delivers a comprehensive look at how businesses of all kinds can build the intimacy so many covet.
Replete with helpful infographics and divided into exceptionally well-organized sections, the lessons of Brand Intimacy: A New Paradigm in Marketing are digestible and easily transferable to your own business.
2. Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes (Ultimate Series) 5th Edition by Perry Marshall, Mike Rhodes, and Brian Todd
Google AdWords is an essential tool for growing the âdiscoverabilityâ of your brand. Knowing the ins and outs of Googleâs built-in advertising feature can be tricky but the Ultimate Guide to Google Adwords explains it in a frank and easily understandable way. This book is written for users with all levels of experience. Whether youâre a newcomer to the SEO/AdWords game or have been running campaigns for years, everyone can learn something from what this trio of authors has to say. It takes a long time to refine your landing pages and ad campaigns to get the formula right. The beauty of this book is that itâs set up perfectly to read some chapters here and there and tinker as you go along.
At just $9 for the Kindle version, Ultimate Guide to Google AdWords is a steal. Thereâs a lot of info in here, so feel free to only read the bits you find most useful. But so much of the process of getting AdWords right is incremental, so trying as many of the tips as possible will likely yield the best results.
3. Marketing New Realities: An Introduction to Virtual Reality & Augmented Reality Marketing, Branding, & Communications by Cathy Hackl
Marketing New Realities, written by someone at the frontier of technological improvements in the marketing field, equips you to get ahead of trends rather than just meagerly imitating what others are doing.We canât pretend VR and AR are fads that will disappear in the next few months or years. As this book demonstrates, the possibilities for VR in all sorts of industries are limitless. More and more businesses are making the foray into VR to build a unique and interactive branding experience.
An innovative touch may just be what your business needs to stand out. Implementing VR isnât as daunting as it sounds. One of the strengths of this book is that it is devoid of the vague jargon and technobabble that could confuse and discourage readers. Itâs clear in its instructions and astute in its analysis. The sooner you read Marketing New Realities the sooner you can reap the full benefits of an intimate grasp of how to leverage VR and AR.
Weâve been hearing about millennials and Gen Zers for a while now, mostly in tired and lazy tropes. One thing about them thatâs true and has real implications is that they are very socially conscious and make their purchasing decisions accordingly. Research has shown that millennials disproportionately support brands that are sustainable or are trusted to make socially optimal decisions. This book can help you understand exactly what you need to do to strike the right tone with your businessâs social stances. Itâs going to be tougher and tougher to sell just on the strength of your product. Your customers will need to be convinced that you care about the things they care about. This book will underscore why the need to evolve is so pressing, the ways brands can effectively engage young customers and identifies real-world examples of impactful socially conscious campaigns. Itâs a must read for a deep understanding of the future economy.
5. Practical Content Strategy & Marketing by Julia McCoy
One of the most frustrating things about content marketing is feeling like the content youâre making isnât reaching anyone. Just about every topic you can think of is covered in this great book by Julia McCoy, Practical Content Strategy . With five modules discussing subjects like cornerstone content, mapping out buyer personas, guest blogging and more. Thereâs a lot that goes into producing content that people will read, but the first step is figuring out a cohesive strategy. This book does a tremendous job of creating a purpose behind every action. There has to be some rationale behind doing every single thing you decide to do. Itâs straightforward and easy to apply to creating exceptional content. The title holds trueâthis advice really is practical. If you want a no-nonsense approach to constructing a content strategy that will actually work, this book is for you.
6. Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling by Michael Port
For services firms and consultants dealing with bad clients can be frustrating, including the feeling that you canât drop them and lose revenue. We included Book Yourself Solid on our list of best marketing books as a great guide to getting out of the cycle of attracting bad clients and working with people who are good fits for you and youâre business. Itâs a good book for marketing if youâre a consultant, small business or solopreneur but there are quite a few good tips for anyone in there.
This book is not only eloquently written itâs an easy read. Itâs also well organized, with separate chapters on all aspects of branding yourself; chapters include âBecoming a Likeable Expert in Your Fieldâ and âThe Book Yourself Solid Referral Strategy.â You do your best work when youâre working with people who share your vision and respect your abilities. The idea that marketers struggle to market themselves is a bit ironic, but is something we all struggle with to some degree. Thanks to this book, youâll become an expert at attracting the clients you want to have.
Related Posts
Read it and reap.
In this increasingly digital age, thereâs still nothing like feeling the weight of a book in your hand. And even when a book comes to our phones, tablets, and other screens in weightless digital form, itâs still possible to feel the intellectual heft. At strategy+business, we value the longest of the long forms of content because of booksâ ability to take us deep â deep inside narratives and stories, deep inside carefully constructed paradigms and schemas, deep inside brilliantly constructed arguments backed by meticulously compiled evidence.
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