Table of Contents
1) Crossing the Chasm – Geoffrey A. Moore
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By identifying the difference between “modern people” and “backward people” while both groups in between these two extremes, Geoffrey Moore drew up a roadmap for developing new markets. Although Moore mainly talks about the differences in high technology, the lessons and examples that give authors can still be applied to many industries and sectors.
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Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials):
2) The Life of PT Barnum – PT. Barnum
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PT Barnum is considered an expert on personal branding, has great pains for over half a century to build, strengthen, and change its image before the public. The world must recognize concepts and perspectives that the author made.
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3) Selling the Invisible – Harry Beckwith
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The economic transformation that means the most in 50 years is the change from industrial production to an economy based on services. Author Harry Beckwith, the key to success in such transitions is the business’s potential in building relationships between colleagues, between corporate staff and partners, the customer. “Marketing under new meaning not only how, but also in the way of thinking. Marketing starts with understanding the specific nature of the service (that is, its invisibility) and common features of those using the service … “as the author wrote.
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4) Influence – Robert B. Cialdini
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This book is very useful for sales professionals and marketing. Bob Cialdini’s authors analyzed the motive for the customer agreement and business know-how to take them to this point. From practical observations, Cialdini has summarized that actions and words can strongly influence the needs and wants of customers.
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5) Positioning – Al Ries
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Although it was released 20 years ago, so far, the book’s two authors Al Ries and Jack Trout, have proven to be the correct value of the basic elements making enterprise products suit your needs customer wait and live with the competition. “Positioning is what creates business for the product. Positioning is what businesses want to create in customers’ minds,” is one of the famously summarized by the authors in the book says.
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6) Buyology – Martin Lindstrom
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By bringing neuroscience (Neuroscience) into marketing art, author Martin Lindstrom explained the effects of nerve agents on consumers’ thoughts. The more important thing is that Lindstrom’s evaluation measures this factor’s impact scientifically and uses the results to adjust marketing campaigns.
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7) Permission Marketing – Seth Godin
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For many decades, traditional marketing activities have often been criticized for cramming too much information. Seth Godin has helped change this viewpoint out that today’s businesses can fully do marketing by making customers more choices and let them have the right to decide what they want to hear the message.
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8) Guerilla Marketing – Jay Conrad Levinson
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Thirty years ago, Jay Conrad Levinson made marketing is no longer the privilege of large companies with the budget “crisis” that is entirely within reach of small and medium-sized enterprises through innovative strategies and less costly. The author explains that the enterprise does not necessarily have to spend a lot of money to get to know the market; it simply fully understands every aspect of marketing and applies it creatively.
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9) The Long Tail – Chris Anderson
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According to Chris Anderson, if the twentieth century is considered the period of the “hit” (products attracted the attention of large numbers of customers), the twenty-first century is the era of the “niche” (product line with a narrow segment of the market). In this book, the author explains the buying habits of customers on the internet.
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10) Extraordinary Popular Delusions and the Madness of Crowds – Charles MacKay
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After all, do marketing is to learn to think, the behavior of different groups of people. Although technology has changed in the past decades, some thoughts and behavior of human beings seem to remain the same. Therefore, the “mob mentality” that Charles Mackay has mentioned in his book from 1841 is still true through the ages and is fully applicable in marketing activities. Reading this book, we are no longer surprised at special events such as the Great Depression in the 1930s or the “fever” of the reality TV show in the US as The Kardashians.
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Extraordinary Popular Delusions and The Madness of Crowds: Buy it now
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