Marketing Books

The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything by Guy Kawasaki
What does it take to turn ideas into action, what are the elements of a perfect pitch, how do you win the war for talent, and how do you establish a brand without substantial funding? These are some of the issues everyone faces when starting any undertaking, and Guy Kawasaki, former marketing genius of Apple Computer, provides the answers.

The Art of the Start will give you the essential steps to launch great products, services, and companies, whether you are dreaming of starting the next Microsoft or a not-for-profit. It also shows managers how to unleash entrepreneurial thinking at established companies, helping them foster the pluck and creativity that their businesses need to stay ahead of the pack. Kawasaki provides readers with GIST—Great Ideas for Starting Things—including his field-tested insider’s techniques for bootstrapping, branding, networking, recruiting, pitching, rainmaking, and, most important in this fickle consumer climate, building buzz.

How to Drive Your Competition Crazy: Creating Disruption for Fun and Profit by Guy Kawasaki
In marketing strategy you have to be customer focused, but in order to create the revolutionary product, you have to know customers better than they know themselves. You can then make the logical jump to satisfy their unknown needs. How do you sell them something they don't know that they want? Prototype and get the product into the users hands so that word of mouth marketing can take over and drive your customers to become evangelists.

Small Is the New Big: and 183 other riffs, rants, and remarkable business ideas by Seth Godin
A collection of eight years of Seth Godin's very best blog posts, magazine columns, and e-books. On literally every page, Small Is the New Big offers ideas and stories that can change how your work, what you buy, and how you see the world.

The New Rules of Marketing and PR by David Scott
The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. You can speak directly to customers and buyers, establishing a personal link with the those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign. Rather than bombard them with advertising they’ll likely ignore, you can focus on getting the right message to the right people at the right time.

Darknet: Hollywood's War Against the Digital Generation by J.D. Lasica
What happens when the irresistible force of technological innovation meets the immovable object of big entertainment? For starters, Hollywood moguls start shooting themselves in the foot. It's easy to forget now that the big media companies were against VCRs in the '80s and CDs in the '90s. They're currently working on dumbing down your TiVo, iPod, and DVD burner. We've entered a new age of Prohibition, like in the 1920s, but with your home entertainment system at stake instead of your home bar. In both cases, the laws are so senseless and out of touch with the public that they're turning millions of us into digital outlaws.