As a new year begins, marketers must refresh their ideas and seek inspiration from industry veterans and forward-thinking marketers. Reading a diverse range of marketing books is integral to this process. We spoke to five leading marketers to know what’s on their reading list, and how these books can help you make a difference in 2020.
Marketing is an ever-evolving space, walking on that fine line between art and science. This is particularly true in the digital era, where marketing technology has given this age-old discipline a new dimension.
At the same time, a strategic understanding of marketing requirements, customer psychology, and the conversion process are equally vital. The right books on marketing strategy can help you get up to speed and even inspire new, disruptive ideas.
Today, we share eight books that every marketer should read in 2020, and why they are so highly recommended by industry professionals.
Learn More: The Three Books I Would Recommend to Any Marketing LeaderOpens a new window
8 Marketing Books That Belong on Your Reading List This Year
The field of marketing covers a wide range of topics ranging from psychology to cyber security, from leadership to data analytics. We asked some of the leading marketers out there to share their favorites – here are the eight recommendations that made the cut.
1. Propaganda by Edward L. BernaysOpens a new window
This 1928 treatise on how to apply psychology Opens a new window and “manipulation†techniques for customer conversion continues to be relevant today. Its author draws inspiration from his days in the U.S. Committee on Public Information (CPI) during World War I.
“As we enter a new decade, Propaganda is a reminder that even though our marketing tools have changed, the basics of effective marketing have not,â€Â said Aviv Canaani, VP of marketing, WorkizOpens a new window , exclusively to MarTech Advisor. “Quotes like, ‘The great enemy of any attempt to change men’s habits is inertia’ and ‘We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of’ are true for the 2020s as they were for the 1920s,†he added.
2. Influence: The Psychology of Persuasion by Dr. Robert CialdiniOpens a new window
In this marketing book, Dr. Robert Cialdini shares his principles to influence and persuade customers, informed by 35 years of rigorous research. While  Influence isn’t directed toward marketers specifically, knowing about the theories behind conversion Opens a new window can be extremely useful.
“Marketing is the art of influencing potential customers into buying your product. There’s no point in crafting messaging, meeting journalists or buying media if you don’t understand the goal behind it. Cialdini gives six principles for influencing people: Reciprocity, Consistency, Social Proof, Liking, Authority, and Scarcity. Influence is a must-read book for marketers,†said Canaani.
3. The Plot to Hack America by Malcolm W. NanceOpens a new window
This book deep-dives into the various positive and negative possibilities we traverse when handling data. With customer information flowing in from so many sources, it is important to know how to ethically (yet profitably) leverage data.
“What does a book about cybersecurity, international relations, espionage, and politics have to do with marketing? Everything. The book describes how, like any marketing campaign, [Russia] crafted unique messaging based on target audiences and leveraged different mediums such as TV, social media, and newspapers to achieve their goals,†said Canaani.
4. The Mind of the Leader by Rasmus Hougaard and Jacqueline CarterOpens a new window
This a 2018-published book that offers extensive research on effective leadership, with examples from Marriott, Accenture, McKinsey & Company, LinkedIn, and more. The authors assess 35,000+ leaders to understand how we can maximize human potential in various disciplines.
“This book has had a significant influence on me. Since reading it, I’ve approached decision making at work differently. When entering into a discussion or argument, I have adopted a new way of thinking: I try to distance myself from the situation and from any potential outcome, putting aside my fears, my ego, and any preconceived notions I may have,†said Gil Levy, VP of global marketing, SplititOpens a new window , exclusively to MarTech Advisor.
5. Measure What Matters by John E. DoerrOpens a new window
The author is one of the early investors of Google and introduced its founders to the Objectives and Key Results (OKR) methodology. Using several first-person case studies and narrators like Bono and Bill Gates, this book guides marketers across data collection and analysis frameworks.
“Modern Marketing is all about measurement, and this goes beyond traditional marketing measurement around leads, traffic, conversion rates, impressions, and clicks into true business results,†said Mukund Ramachandran, CMO of Dynamic YieldOpens a new window , exclusively to MarTech Advisor. “While this is not a traditional marketing book, our Marketing team has found it immeasurably valuable, and we are moving how we measure our success through OKRs,†he added.
6. The Innovator’s Dilemma by Clayton M. ChristensenOpens a new window
Christensen is a Harvard professor with a keen interest in growth-focused business innovation. In this book on marketing strategy, he focuses on disruptive technologies over the years, such as the Honda Super Cub, Intel’s 8088 processor, or the hydraulic excavator. He also explains why most companies miss the next “wave†or product trend.
The Innovator’s Dilemma was named the “Best Business Book of 1997†by the Booz Allen & Hamilton Global Business Book Awards. It is highly recommended by Adam Solomon, CMO of LotameOpens a new window , who is known for leading marketing and martech teams across companies such as Time Inc., Viacom, and PebblePost, before joining Lotame.
7. Obviously Awesome by April DunfordOpens a new window
Dunford’s book tells readers “How to Nail Product Positioning so Customers Get It, Buy It, Love It†(which is part of its full title). The author has launched 16 products as a startup executive and has collaborated on multiple other projects as a consultant. In Obviously Awesome, she shares the five components of effective positioning, how to choose the right market for launch, and three distinct positioning styles.
Speaking exclusively to MarTech Advisor, Kerel Cooper, SVP of global marketing at LiveIntentOpens a new window , recommends this book to all marketers in 2020, particularly owing to its anecdotes, case studies, and lucid writing style. Cooper is a marketing veteran, with over two decades of experience under his belt.
8. Stop Random Acts of Marketing by Karen HaywardOpens a new window
This marketing book is a personal favorite here at Martech Advisor – a relatively new addition to our reading list, published as recently Q4, 2019. It is targeted towards mid-market CEOs, providing a systematic roadmap for marketing innovation and product reach.
The author has two decades of experience at Xerox Canada and is also a guest lecturer at leading universities. At a time when there are so many channels for pushing your product/brand messaging, this book can help to cut through the clutter and prioritize value generation.
Learn More: 10 Best Social Media Marketing Books to Read in 2020Opens a new window
Over to You: Staying Innovation-Ready in 2020
This is just the tip of the iceberg. As you can see, new ideas in marketing – from the 1920s to 2019 – deserve equal attention this year!
The titles listed above are also available as marketing ebooks, making the reading experience more convenient for new-age professionals. Given the vast expanse of this terrain, marketers must stay open to new ideas, take inspiration from other disciplines, and constantly innovate when implementing new strategies. Reading the right marketing books is the first step to this ever-evolving journey.
Can you add another unmissable marketing book to this list? Tell us on LinkedInOpens a new window , FacebookOpens a new window , or TwitterOpens a new window . We would love to hear from you!