Here's my list of the best marketing books that I have read … and that have helped me in my career. I think they are essential parts of every marketer's library.
Art of Innovation: Tom Kelly – Ideo’s very effective brainstorming techniques Breakthrough Advertising: Eugene M. Schwartz – how to write ad copy Commonsense Direct Marketing: Drayton Bird – his title says it all Differentiate or Die: Jack Trout – how to stand out or get out Direct Marketing: Ed Nash – covers just about everything EVEolution: Faith Popcorn – how to really market to women Great Print Advertising: Tony Antin – great book for both art and copy How to Advertise: Kenneth Roman and Jane Maas – very comprehensive and clear How to Get Ideas: Jack Foster – an outstanding book on boosting creativity How to Make Your Advertising Make Money: John Caples – lots of DOs & DON’Ts How to Think Like Leonardo da Vinci: Michael J. Gelb – 7 steps to genius How to Write a Good Advertisement: Victor O. Schwab – great people insights Jump Start Your Brain: Doug Hall – check out his flapdoodle technique Leap: Bob Schmetterer – creative business ideas Ogilvy on Advertising: David Ogilvy – still one of the best references of all Profitable Direct Marking: Jim Kobs – tons of offer ideas and more Successful Direct Marketing Methods: Bob Stone – “the Bible” Tested Advertising Methods: John Caples – superb info on real-world testing Truth, Lies & Advertising: John Steel – brings marketing and creative together The Synonym Finder: J.L. Rodale – better than any thesaurus; absolutely essential
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Lifetime Value This is a unique way direct marketers view the profitability of customers and mailings. Rather than focusing just on the cost of acquiring a new customer, you look at the average revenue you'll receive over a customer's lifetime. It can be substantial. More Facts