What are the good books about brand marketing and advertising marketing?

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Confessions of an advertiser

Author: david ogilvy

Publishing House: CITIC Publishing House

Recommendation: If you can only recommend one book, then

It must be it, no doubt. This may be an advertising map.

The loudest book. Even if you are in the advertising industry

After many years, if you look at it again, it will still be useful to you.

A lot of inspiration.

02

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My advertising career &; Science advertisement "

Author: claude Hopkins

Translator: Qiu Kaisheng

Press: Renmin University of China Press

Recommendation: A modern advertising giant spent his whole life.

Experience summary. A film that influenced david ogilvy.

A century-old classic. Seven musts for Ogilvy employees

Reading for the first time. Hopkins used this book to tell you

Advertising is not science or art, but human nature.

03

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deploy

Author: Jack Trout

Translator: Xie Weishan

Press: Machinery Industry Press

Suggestion: Just like dressing, you should find something that suits you.

In the same style, advertising should also find its own position.

, can do marketing management, brand management, integration.

The broadcast, positioning is the first. This book expounds the "orientation"

The emergence of ideas and the analysis of "meeting the needs" cannot win.

Customer's reasons, how to enter the customer's mind and give them.

Ways to win the preferred position.

04

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competitive strategy

Author: Michael Potter

Translator: Chen

Publishing House: Huaxia Publishing House

Recommendation: provided by competitors of any industry and any characteristics.

From the beginning of analysis, this book pays more attention to scattered industries and new industries.

Industries are divided into mature industries, declining industries and global industries.

Competitive strategy. In the last part of this book, the company's development package is discussed.

Including vertical integration, business expansion, diversification and entering new industries.

And other important strategic decision analysis techniques.

05

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marketing management

Author: philip kotler

Translator: Wang Yonggui, etc.

Press: Renmin University of China Press

Recommendation: This book is specially written for China readers, and its purpose is to

Guide readers to learn marketing from an international perspective in combination with the China market.

Management knowledge and skills. The author is based on the China market.

In fact, bold innovations in content, structure and expression techniques,

As a marketer, actual combat is very important, and thinking is more important.

06

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Weird behavior

Author: dan ariely

Translator: Zhao Deliang &; Xia Beijie

Press: CITIC Publishing Group

Recommendation: society should be a laboratory, real people should be mice, and the author

Reveal me in a relaxed and humorous language from the perspective of economics

The reasons behind children's incredible behavior. Through a series of real

Empirical research subverts the behavior that people once generally recognized.

It is a completely rational assumption, whether it is coffee or weight loss, buy one.

Cars or love, our decision-making behavior is always

All kinds of irrationality.

07

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Crazy biography

Author: Jonah Berger

Translator: Liu&; Liaojianqiao

Press: Electronic Industry Press

Recommendation: What makes things popular? Congmai sedan chair

Cars, clothes, sandwiches and naming children.

Do you know why some products sell well and others don't?

Stories are passed on by word of mouth, and some emails are easier to spread.

Forward, or some video links are clicked wildly.

Some rumors are easier to spread, and some thoughts and behaviors are like diseases.

Toxic substances invade your brain, and this book will bring you.

The answer.

08

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critical point

Author: Malcolm Gladwell

Translator: He Qin

Publishing House: CITIC Publishing House

Recommendation: The author analyzes several products that are conducive to creating popularity.

Chao's analysis of various personality characteristics is very infectious.

Events, such as various fashions, smoking, children's TV.

Programs, commercials, etc. And clarify the fuse behind it.

, revealing the principles and methods of arousing popularity and maintaining momentum.

09

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advertising psychology

Author: PeopleSoft Wen Zhen

Press: Foreign Language Teaching and Research Press

Recommendation: This book focuses on advertising planning from a psychological point of view.

Start a discussion. The content is mainly aimed at making advertising plans.

Steps and procedures, from the perspective of communication effect,

Attitude, decision-making and other issues, the color of social psychology.

Thick. There are many details and huge contents, which need to be carefully developed.

Reading.

10

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Design in design

Author: Kenya Hara

Translator: Zhu Hua

Publishing House: Shandong People's Publishing House

Suggestion: Design is a designer's business, not just.

It's about designers. Kenya Hara is a consulting company of MUJI.

Commissioner, he ignored the rapid development of the outside world.

The developing and changing eyes face "daily life" with a modest attitude.

But at the same time, keen eyes will look for what its design needs.

Now, put himself in his intention accurately.

A place to give life.

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Super symbol is super creativity.

Author: Huashan &; South China

Publishing House: Jiangsu Phoenix Literature and Art Publishing House

Recommendation: A few words of "China and China method" are in the camp.

It is widely circulated in the sales circle, with the same name as "super symbol" and "brand mail"

Words such as "health" are also familiar to more and more marketers.

Tao, understanding and application. From product development, product

Naming, product packaging, brand communication, brand

Strategy, enterprise strategy, "China and China method" in-depth

At all levels of enterprise marketing, it is an advertiser.

An angle of understanding local marketing.

12

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conflict

Author: Ye Maozhong

Press: Machinery Industry Press

Suggestion: Need and want are in conflict, love and money.

There are conflicts, food and body conflicts, career and

There are contradictions in the family, and so do men and women. ......

These are all conflicts. Because of the conflict, there is a demand.

Is the foundation of marketing. Mao Ye daka local marketing planning

Explain to you how to create conflicts and bring marketing transformation.

13

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Xiao Qiang advertisement 100 strokes

Author: Lin Yongqiang

Publishing House: CITIC Publishing House

Recommendation: Although foreign classic advertising books are good, they are still good.

In this complicated land of China, there is no cause and effect.

Applicability and practicality Fortunately, there are some CDs.

Willing to take time out of his busy schedule to preach and teach,

So that outsiders can get to know China more conveniently.

The living and working environment of advertising.

14

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Sun Dawei's fantasy world

Author: Sun Dawei

Press: International Cultural Publishing Company

Recommendation: A booklet of more than 200 pages is irrelevant.

Professional knowledge is all about life. Maybe you'll say.

Where do advertisers come from? But reading this booklet will

You will find that. Is it true that Mr. David Sun, the godfather of advertising in China?

Have a serious life and use humorous language.

Write down the trivia of life, probably at the time of writing.

You really feel very happy.

15

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Cannes Advertising Awards Closing Report

Author: Lai Zhiyi

Publisher: Xiaoyu Advertising Network Magazine

Suggestion: If you want to advertise, you should watch more advertisements.

From 07- 10, Xiaoyu Advertising Network published four magazines.

A summary of Cannes advertising festival works. Can be used as a broad

A vivid desk book.

16

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Notes on advertising creativity

Author: Luo Chaoqun

Publishing House: China Book Publishing House

Recommendation: This is the gossip of advertisers. this is

A major closest to the reality of domestic advertising industry

Books. This is a set of growth value system of advertisers.

Some people learned copywriting skills from here, while others learned from.

I see professional ideas here, and some people may

Will treat it as a story. After reading it, I will be interested in China.

The advertising industry has a clear understanding of this.

17

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Xiaofeng Dictionary of Modern Chinese Advertising Grammar

Author: Feng Xindong

Publishing House: China Youth Publishing House

Recommendation: The first lesson in China's advertising custom, unique in history.

On the Practical Tools of Advertising from the Perspective of China. Background of Chinese mainland market

This bibliography belongs only to Chinese and dialects and slang in Chinese.

It was out of print before, and only a few words remained in a library and a treasure.

It is worth reading and understanding by every copywriter.

18

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Advertising copy

Author: Rocky Le

Publishing House: Shanghai People's Fine Arts Publishing House

Recommendation: The birth of this brand-new version opens the door for you.

The mystery of the case. From copywriting to copywriting, reveal the secret

Reveal the whole process of "harsh language manufacturing" The author owns international 4A and

Local advertising has many years of practical and academic experience.

Double advantages. Manuscripts were born in university lectures and enterprises.

The teaching plan of the training department is straightforward and easy to learn and understand.

19

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Huashan explains the Art of War.

Author: Huashan Mountain

Publishing House: Jiangsu Literature and Art Publishing House

Suggestion: Shopping malls are like battlefields, and strategic vision needs methodology.

Guide, at first glance, the cover of this book looks cheap, but it is very practical.

Common and easy to understand. The Art of War has 611words, and it seems that each word

Difficult and mysterious, many people are discouraged; In fact, just grab it.

If you live according to the basic ideas, you will find that everything becomes clear and every word is clear.

I see. I see.