Answers
Dec 10, 2018 - 01:42 PM
I actually think some of Godin's books have substance but to answer your question, here are few more scientific ones that come to mind:
1. Breakthrough Advertising by Eugene Schwartz
While written by a "layman" (compared to the others on the list written by academics), this book is quite scientific and perhaps on of the most important in Direct Response marketing. The big idea it contains is the 5 levels of market sophistication which I summarize here.
2. Predictably Irrational by Dan Ariely
Dan Ariely is one of the foremost thinkers in the field of "behavioral economics" and this book is an enjoyable read. While humans are not the completely rational beings that classical economics assumes, they are irrational in predictable ways! He gives lots of real world examples and tactics (such as decoy pricing) that you can use in your marketing efforts to "exploit" (if you are cynical) or "serve" (if you believe in your product enhancing your customers' lives) your customer!
3. Influence: The Pyschology of Persuasion by Robert Cialdini
This is about as scientific as you can get but also accessible to a lay reader. According to Wikipedia, It was based on three "undercover" years applying for and training at used car dealerships, fund-raising organizations, and telemarketing firms to observe real-life situations of persuasion.
The six principles are:
- reciprocity
- commitment and consistency
- social proof
- authority
- liking
- scarcity
In 2016 he proposed a seventh principle. He called it the unity principle. The more we identify ourselves with others, the more we are influenced by these others.
Cialdini's other popular book is Presuasion and is about "how to create ideal conditions for exercising influence before you ever make a request. "
4. Thinking Fast and Slow by Daniel Kahneman
Kahneman is considered the founder of "behavioral economics" the father of "prospect theory" along with Amos Taversky. This book is a really insightful but dense read. You are likely familiar with the idea that "people are more motivated by prevention of loss than desire for gain". It is from this book.
Dec 12, 2018 - 12:54 PM
I'm a Seth Godin fan, and usually recommend several of his books to people who are interested in marketing. But outside of his material, my list of marketing books would include:
1. Positioning: The Battle for Your Mind by Al Ries, Jack Trout and Philip Kotler
2. The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries and Jack Trout
3. Re-Positioning: Marketing in an Era of Competition, Change and Crisis by Jack Trout and Steve Rivkin
4. The 22 Immutable Laws of Branding by Al Ries and Laura Ries
5. Differentiate or Die: Survival in Our Era of Killer Competition by Jack Trout and Steve Rivkin
6. Marketing High Technology by William H. Davidow
7. Marketing Warfare by Al Ries
8. The Discipline of Market Leaders by Michael Treacy and Fred Wiersema
9. Crossing The Chasm by Geoffrey Moore
Add New Comment