Five books in the hotel

Eight must-read books in the field of marketing.

1

, marketing management

Author: Philip

Kotler

Internationally recognized marketing bible,

It is also the highest-level marketing classic textbook introduced in China.

Marketing demand management,

campsite

Selling people also needs marketing management. In the era of economic globalization, marketing without management is blind marketing, and the result is

It is doomed to failure.

How to understand marketing concept and marketing value, lock in customers and target markets, marketing mix, relationship marketing, etc. , is the "camp"

Sales management "

A book gives us the most precious wealth.

Maybe we skillfully applied the theory in this book,

but ...

If you want to stand out among thousands of marketers, please don't doubt the authority or kotler.

2

, "the weakness of human nature"

Author: Dell

Carnegie

As you can imagine,

Two people who have read this book discuss the problem together.

Will be passionate about each other's manners and behavior,

because

Carnegie's logic is to base his confidence on the weaknesses of others.

Under this kind of worry,

Weaknesses themselves are hard to appear,

On the contrary, the other person's sense of superiority is a kind of pressure on himself.

Essence first,

Weaknesses always exist,

Even if we have self-knowledge and try to do better.

At the back of this book,

There is a hidden truth: people don't need to pretend. The more they pretend, the more thoroughly their weaknesses are exposed.

three

, "positioning"

Author: Ai

Reese, trout

Positioning is a must-read for marketers, advertisers and planners. Positioning is not only the performance of strategy, but also the performance of advertising.

The harvest of "positioning" is

"

give rise to

"

Layer ratio

"

teach

"

Very good. "Positioning" is to seek a strategic fulcrum.

At the same time of extreme deviation, it is also concentrated on

"

main points

"

Breakthrough. "Positioning" is more about guiding a direction than just an enterprise or brand.

In order to make a correct directional decision,

Forming directional differentiation,

You can win a lot.

But we can't ignore its defects,

When an enterprise or brand pursues differentiation excessively,

Ignoring the consumption environment,

Ignore external forces,

It is likely to fall into a dead end.

four

"The greatest salesman in the world"

Author: Og

Mandino

As an excellent marketer,

Excellent psychological quality is indispensable.

This quality,

Including psychological endurance.

The whole,

Psychological reaction ability adjustment,

A series of indispensable self-quality training such as psychological and behavioral adjustment.

This process does not

Whether it is an advanced course or can be completed by imagination requires a continuous self-motivation process.

the Olympic Games

Mandino's book is a self-motivation book highly praised by marketers.

high

Gillard's success is a tree for marketers.

Set an all-powerful success model,

I believe that marketers can understand the story of this legendary figure under any circumstances.

You won't be intimidated by difficulties,

But encounter difficulties.

This external heroic motivation has changed a number of ambitious

China marketing staff.

five

, "marketing war"

Author: Ai

Reese, trout

This book belongs to American enterprises.

the art of war

What kind of marketing method is not the secret of success,

The point is,

Different marketing strategies based on the practice of each marketing activity are the core of success.

six

, "execute"

Author: Ram

Charan

It is said that this book was once located.

2003

In 2008, Amazon ranked first in the list of business books.

It will bring entrepreneurs in China.

Come to a huge

"

shake

"

Can sell to the first place,

Marketers will definitely say,

This book is very effective in hype and marketing.

The execution is also good.

What China people are most ashamed of is probably the so-called efficiency problem.

The current market for marketers,

I'm afraid we have to talk about efficiency again.

It is too late.

Almost everyone is talking about strengthening law enforcement.

Be efficient.

But why is efficiency delayed? This is very busy.

The reason why Lu's marketers keep shouting tired but don't recognize it.

Fortunately, ram

Chalan's Execution came into being, efficiency is competitiveness, efficiency comes from execution, and marketers have finished reading it.

Let's hit the road.

seven

, "Ogilvy's point of view"

Ogilvy & Mather

Most marketers have a wide range of hobbies.

Think about it,

Strong hands-on ability,

But we can't think that marketers only pay attention to marketing actual combat.

Skills and process level;

Advertising is usually a strategic action,

But marketers seem to be born eager for creativity.

Ogilvy's point of view

Point is nothing more than what any advertising company does: think, think, be creative, put it into practice and inform the public.

For a regional market, when sales encounter market obstacles, at this time, marketers often think of increasing investment.

Artificially guide consumption and stimulate sales through advertisements or activities. This behavior comes from creative thinking. Looking back,

Let's reconsider, should all obstacles do this? So over time, those marketing strategies,

Marketing skills should really be shelved.

eight

, "New Integrated Marketing"

Author: Tang

Schurz

In recent years, planners, marketers and managers talk about the most words.

"

merge

"

Yes Or Schultz first?

Born smart, when integration gradually took shape under the guidance of China gentlemen, he lost no time in launching a new integrated marketing. such as

If integrated marketing is a tool specially used to solve the disease of large enterprises,

So what does the new integrated marketing bring? Integrated marketing has been

Classics are very sharp,

Catering to the public,

As a result of the integration, all members are soldiers.

But the efficiency improvement is still not enough.

therefore

integrated marketing communications

Has brought about new changes,

Integration, integration.

If the result of integration is still scattered resources and low efficiency,

Profit margin is not available.

Then improve it,

"

merge

"

What is the meaning of? In this way,

"

merge

"

As a tool, it doesn't shine yet.

The lamp is rusty. This is the reason for the birth of new integrated marketing: the old integration has fallen behind.

So,

Based on reality,

People will ask new questions:

How long will the new integration last?

one or two years

Or three or five years? When Mr. Schultz himself can't keep up with the market rhythm,

His new fusion,

Its knot

What will the bureau be?

"New" and "old", if it is just a word game, is there such a game?

The value is beyond doubt.