"The Professional Marketer: Everything You Need To Know But Were Never Taught" by Tim Matthews
Tim Matthews is a Silicon Valley marketing executive who has worked in high tech for twenty years and managed marketing teams at six companies. He writes and speaks frequently about technology, marketing, and their intersection.
The Host's Perspective:
Tim actually wanted to buy this book, but he couldn't find it. So, he wrote it. This happened one day after answering a pretty basic question from a senior marketing staff member. He noticed that most marketers don't have much training. Some get on-the-job training but lots of marketers are thrown into that role and have to fend for themselves. This leads to a narrow and limited understanding of marketing. That's where this book comes in.
The Professional Marketer covers the minimum set of skills a marketer needs to master to be considered a professional marketer. If I were a CEO, I would buy one copy of for myself, and everyone in my marketing department. (Some companies are doing this.) Then, if you don't read anything else in the book, read the first chapter. It's one of the best explanations of what marketing actually is and how it it grows revenue.
Listen to the interview:
The Professional Marketer by Tim Matthews
The Professional Marketer (Kickstarter)
Crossing the Chasm, 3rd Edition (Collins Business Essentials) by Geoffrey Moore
Being Direct Making Advertising Pay by Les Wunderman
Tested Advertising Methods (Prentice Hall Business Classics) by John Caples
The King of Vodka (P.S.) by Linda Himelstein
Whiteboard Friday (Moz)
The Call To Action Podcast (Unbounce)
Matthews On Marketing (Tim Matthews' blog)