Every month we present a collection of the latest and most interesting marketing publications. We share our bookshop hauls with you. There will be a bit about social media, creative industries marketing, and the secrets of Disney’s success and the most important competence of every salesperson. Are you ready?
1. Agile Selling: Get Up to Speed Quickly in Today’s Ever-Changing Sales World
We talk a lot about transforming the role of marketers, but the salespeople’s competencies also change. Who are they expected to be today? What abilities are crucial for them to have?
Jill Konrath says the most important feature of any vendor is the agile adaptation to new conditions. We need to learn new things all the time and acquire new information. The environment, in which we function, is changing alarmingly fast: our competition evolves all the time, there appear new businesses and new solutions that we need to scrutinize.
According to the author, ability to learn fast is a crucial feature of the vendor which decides about his success. In her book she presents how to achieve this skill and how to form useful habits.
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2. Inside the Disney Marketing Machine: In the Era of Michael Eisner and Frank Wells
Lorraine Santoli tells about her work at Disney between 1984 and 1994, during the blooming period of the company after the years of stagnation and mediocre creations.
She recounts remarkable, breathtaking campaigns, which she created for the brand, and tells the secrets of their success – the synergy (close cooperation of all companies and cross promotions) and presents the philosophy of the Disney’s marketing: “Marketing is Everything and Everything is Marketing”.
3. Valuable Content Marketing: How to Make Quality Content Your Key to Success
In the second revised edition of their book, Sonja Jefferson and Sharon Tanton give a recipe for content marketing including the dozens of practical tips on all the stages of content marketing: from creation to distribution. An accessible, readable and easy to apply book.
The supplements included by the authors in the second edition are also interesting: they show what has changed for 3 years from the first edition, and what new problems occurred on the marketer’s way. One of those is the content overflow: the marketers think that the content is the king and they start to go for quantity, rather than quality. It’s a blind alley. The role of social media also changed.
4. Marketing in Creative Industries: Value, Experience and Creativity
What are specific problems faced by marketing in creative industries? Gabriele Troilo answers the question in a vast compendium. Taking into account the comprehensiveness of the book, this one will definitely become an academic textbook.
An extensive knowledge was combined with practical tips and lots of case studies. For creative industries workers it is a must-read- there is no other book developing the problem better.
5. Shareology: How Sharing is Powering the Human Economy
People have always been sharing things valuable for them – this is what our civilization and economy are based on. That is why we should consider the Internet and new technologies as a continuation of a long-lasting practice, rather than as a novelty which divides people and makes them devoid of contact with others.
Bryan Krammer, the author of well-known “There is no B2B or B2C: It’s Human to Human #H2H”, writes that we can understand communication models offered by social media only when we see the continuation of a sharing desire. The book consists of two parts: the first of essayistic character presents the thesis about the universality of giving, the second is about practical tips: how to function in social media in order to be noticed – and shared.
Which one would you like to read?
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