What a Marketer Should Read: 9 Books on Advertising, Management, and Psychology

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To become a strong marketer, you need to start with classic marketing literature. Of course, the world has changed over the past 40 years, but the basic principles still work. This knowledge will qualitatively distinguish you from other digital specialists who have taken courses, mastered marketing tools, but have not changed their thinking.

Classic Marketing Books That Are Known Around the World
"Fundamentals of Marketing" by Philip Kotler is the bible of marketing, in which the author has organized and systematized all the knowledge in this area.
“Marketing from A to Z” by Philip Kotler is a reference book for specialists and managers, which sets out 80 marketing concepts.
"On Advertising" by David Ogilvy is a classic manual written by the founder of one of the largest agencies Ogilvy & Mather and the most famous copywriter in the world.
"Market-oriented management. Strategic and operational marketing" by Jean-Jacques Lambin - this book is recommended for reading by the expert council of the Ministry of Education of the Russian social media marketing service Federation for the "Master of Business Administration" programs.
"The Psychology of Influence" by Robert Cialdini is an encyclopedia about the rules of reciprocity, social proof, and other models of influence that can be used for good.
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It is also important for a good marketer to be aware of trends and the latest marketing tools. Here are some books that describe real cases and analyze modern methods of work in marketing.

Maxim Kotin. "Even Botanists Do Business" is an interview with Fyodor Ovchinnikov, the founder of the Dodo Pizza chain of pizzerias, who told about his unusual path in business. He bet on his own information system and did not lose.
Marina Borovik and others. "Performance Marketing. Make the Internet Work for You" is a new type of Internet marketing that uses standard tools in an unconventional way. The book was written by experts from Ingate Digital Agency, one of the largest agencies in Russia.
Ilya Balakhnin. "The Route Is Built!" — instructions on how to create a customer journey map to build effective and long-term relationships with the target audience. The author of the book works as a general director at a large agency, Paper Planes Consulting Agency, and shares his own developments.
Valery Muzykant. "Marketing Fundamentals of Communications Management" is a textbook that describes marketing interactions in relation to the growth trends of the domestic market. The author of the book is a professor from the Russian Presidential Academy of National Economy and Public Administration.
You can also watch the free online course " Service Design ", with which you can better understand the target audience, develop CJM and improve your product. The Elbrus Club of Leaders of Russia participated in the development of the course.