Are you up to date with new books on marketing? If not, here we come with our overview of 4 most interesting latest publications. Among them: Steve Jobs once again (but revised), managing luxury brand (in the era of omnipresence of luxury) and humanization of Big Data: what to do to make data connect you to customers, not separate from them. And, as always, we are waiting for your book reccomendations: let us know what you read!
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B. Schlender, R. Tetzeli, Becoming Steve Jobs: The evolution of reckless upstart into a visionary leader
Steve Jobs biography is actually a separate genre of American literature. His figure attracts still new writers, willing to explain mystery of his amazing success. At the same time his example illustrates new trends in marketing, design, UX and innovation in general.
People close to Jobs found extensively researched Schendler and Tetzeli’s book really profound. Authors try to depict more complicated portrait and go beyond “alone genius” myth, they also put emphasis on Jobs development: maturing to responsible and consequent business realization of his ideas.
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J.-N. Kapferer,Kapferer on Luxury
Luxury: what is it today, businesswise? In 2012 Jean-Noel Kapferer showed his counter-intuitive, original and efficient strategy for luxury brands in the world of mass luxury. How can an exclusive brand still be exclusive when top designers do projects for chain stores and luxury can be bought cheaper on sale or from second hand? Where lies the real value of luxury?
Kapferer, working for Ferrari, BMW, Louis Vuitton, Chanel and Armani will tell you how to stay luxurious and profit. His new book discusses development of luxurious brand: how can it grow, search new business possibilities and not lose its exclusiveness.
Obligatory book for everyone in luxury business.
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C. Strong, Humanizing Big Data
Big Data for marketers: how to change streams of data into useful information? Collecting and analuzing data should make us know customers better, understand their needs, and in consequence easier and faster read their expectations. But very often data become an autonomous, independent value for marketers who gather them, produce charts, collect reports and therefore reduce their customers to abstract numbers. Data separate them from real users.
Learn to avoid that mistake with Strong’s book.
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C. Bones, J. Hammersley, Leading Digital Strategy: Driving Business Growth Through Effective eCommerce
Depicts possibilities of digital, measurement and finding the right channels. For whom? For managers who still have no idea for digital marketing and need general inspirations and insights for creating a complex strategy, not just tips for some particular solutions. Will be very beneficial for all who feels like they are not up to date with everything that happens on the internet and have some gaps to fill.
And what about you? Have you read anything inspiring this month? Share with us in comments!
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