Recommended Books

These are some of the best books available on marketing

Positioning: The Battle for Your Mind

By Al Ries and Jack Trout

This book is the industry bible on the subject of “positioning”, which is an advanced method of strategic marketing. This book has sold more copies than any other marketing book ever sold. From Al Ries’ web site:

“Positioning is the concept that sparked a revolution in advertising. It was the first concept to deal with the problems of communicating in an overcommunicated society. With positioning you can beat the competition and win the battle for recognition in an overcrowded, media-blitzed marketplace. With this approach, a company creates a ‘position’ in the prospect’s mind, one that reflects the company’s own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a ‘hole’ not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.”

The 11 Immutable Laws of Internet Branding

By Al Ries and Laura Ries

This book is excellent in terms of defining what’s happening on the Internet and debunking some of the myths of how business operates on the net.

Trout on Strategy

By Jack Trout

One of the authors of Positioning: The Battle for Your Mind gives the latest marketing strategies for businesses big and small.

The 22 Immutable Laws of Marketing

By Al Ries and Jack Trout

This is an excellent book, sort of a condensed version of Positioning: The Battle for Your Mind, with lots of examples of the right and wrong ways to do it.

Ogilvy on Advertising

By David Ogilvy

A bible of advertising. Ogilvy was an early innovator in the field and founder of one of the largest advertising agencies in the world, and his ideas are very relevant today.

The Fall of Advertising and the Rise of PR

By Al Ries and Laura Ries

Al Ries’ newest book written with his daughter Laura Ries. The authors make a compelling argument for the idea that advertising has lost credibility with the consumer and that PR is the answer.