Books – Sales and Marketing

Gonzo Marketing (Christopher Locke, 2001)
By the same author of “Cluetrain Manifesto” (which is an interesting read). This is really just a rant about how f***ked up traditional marketing is, and some of the issues surrounding developing collaborative relationships with customers via the web. Really only worth skimming.

SPIN Selling (Neil Rackham, 1988)
Good sales book that develops SPIN questioning (situation, problem, implication, need-payoff). Straightforward stuff, but well presented with some good workflows.

Selling the Invisible – A Field Guide to Modern Marketing (H. Beckwith, 1997)
Very succinct short read about the selling process, how customers think, and about how to brand, position, and sell services. Some absolute gems in this book, and definitely worth reading by anyone who wants to understand how “selling” really works.

Confessions of an Advertising Man (David Ogilvy, 1963)
The writer is the founder of Ogilvy & Mather, one of the most successful advertising agencies today. While somewhat dated, it is a very good set of rules, case studies, and stories about why and how advertising works. It is recommended reading if you are a professional marketer, or if you have a general interest in the marketing genre.

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