We did not include here manuals on specific areas of digital marketing such as SEO , contextual advertising , SMM , etc. Firstly, such a list would quickly become outdated. Secondly, an entrepreneur involved in operational issues of the company will still not become a professional in each of these areas and will not keep track of constant changes. But knowledge of classical marketing will always help to distinguish good advertising from bad, and a well-developed marketing strategy from a business adventure.
1. Philip Kotler "Marketing Fundamentals. A Short Course"
Many professionals call this work the bible of marketing. At the same time, sometimes you can come across the opinion that this book should be left to an economics student. We do not agree with this. This book perfectly systematizes knowledge in marketing - the main concepts are literally laid out on the shelves. And it is important for an entrepreneur to consider advertising as part of the overall marketing strategy of the company.
What this will give you: you will start speaking the same language with your marketer, and you will assess the marketing situation more systematically and deeply.
2. Alexander Repyev "The Wise Advertiser"
Alexander Repyev is the most experienced Russian advertiser, who began his career back in 1966. He was involved in promoting Soviet goods in the West at a time when the vast majority of people in our country did not even suspect the existence of marketing.
The book "The Wise Advertiser" is remarkable in that it is addressed primarily to the Customer, not the advertising producer. Accordingly, reading it will allow you to avoid many common mistakes - insufficient usa whatsapp numbers interaction with the advertising agency, taste, etc.
What this will give you: You will be able to squeeze more profit out of the actions of your advertisers due to changes in your own approach.
It is difficult to find a book that conveys the basic concepts of marketing so clearly. Just look at the definition of marketing formulated by this author:
"Get someone who needs your product to know about you, like you, and trust you. That's it!"
The author of the book specializes in marketing promotion of small and medium businesses. Therefore, the book does not contain numerous references to the methods of work of international corporations, which are not always applicable to small Russian businesses.