11 contemporary marketing books actually worth reading

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in Business Management

Some time ago, I wrote a column “10 Marketing Books Actually Worth Reading,” in which I recommended ten classic direct marketing books including Eugene Schwartz’s Breakthrough Advertising and Dick Benson’s Secrets of Successful Direct Mail, both recently republished by Boardroom.

But in focusing on classic marketing books, I neglected the new crop of marketing books which, while not focused on direct marketing, contain important insights into consumer behavior and psychology.

Here are 11 of my favorite selections from the new crop of books on business persuasion:
  1. Godin, Seth, All Marketers Are Liars: The Power of Authentic Stories in a Low-Trust World (Portfolio, 2005), hardcover, 186 pages, $23.95.

    Experienced direct marketers know that, executed by a talented copywriter, a sales letter that tells an engaging story can become a breakthrough control. Godin’s book spotlights the important of storytelling in marketing, and explain...(register to read more)

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