Strategy + Business, the quarterly business magazine top-tier consulting firm Booz Allen Hamilton, recently released the list of their selections for the best business books of 2006. Contained within the overall list are their selections for the best marketing books of 2006 (free membership required).
The opening paragraph sets the theme:
"Ten years ago, typical CEOs wanted “creativity” or “impact” from marketing. Today, they demand accountability. How well marketing responds to this demand will determine whether that function gets absorbed into other departments, like sales or customer service, or whether it changes to assume a strategic seat at the table, just as purchasing and shipping evolved into supply chain management."
In case you'd like to bring a little more accountability to your marketing, the recommended books are:
- Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein, Marketing Metrics: 50+ Metrics Every Executive Should Master
- Clyde M. Creveling, Lynne Hambleton, and Burke McCarthy, Six Sigma for Marketing Processes: An Overview for Marketing Executives, Leaders, and Managers
- Dick Stroud, The 50-Plus Market: Why the Future Is Age Neutral When It Comes to Marketing and Branding Strategies
- Jean-Marc Lehu, Brand Rejuvenation: How to Protect, Strengthen, and Add Value to Your Brand to Prevent It from Ageing
- Bill Schley and Carl Nichols Jr., Why Johnny Can’t Brand: Rediscovering the Lost Art of the Big Idea
- Martin Roll, Asian Brand Strategy: How Asia Builds Strong Brands
Comment Preview