Dr. Horowitz’s Top 5 Marketing Books
If you are teaching/taking an Introduction to Marketing or a Consumer Behavior class I highly recommend assigning/reading one or all of my favorite business books.
#1: Buying In by Rob Walker. Check out Rob Walker’s blog, and New York Times Magazine Consumed Column facebook page.
#2: How Brands Become Icons by Douglas Holt. Yes, I have a soft spot for marketing academics because I am one. That said, Holt’s book does an amazing job at articulating how brands resonate so powerfully with consumers/people–just like rock starts and movies resonate so powerfully with consumers/people.
#3: Coercion by Douglas Rushkoff. Even though this is the oldest book of the bunch, it touches on countless consumption theories and historical progressions of branding, advertising, atmospherics, and more.
#4: Get Back in the Box by Douglas Rushkoff. Rushkoff also has a blog.
#5: Born to Buy by Juliet Schor. While I don’t agree with Schor’s claims about structural equation modeling that she makes in Chapter 8, Schor tells it like it is and will make students think critically about consumption.
What business book would you recommend to an undergraduate Introduction to Marketing or Consumer Behavior teacher or student?
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The Anatomy of Buzz: How to Create Word of Mouth Marketing by Emanuel Rosen would probably be good for Intro to Marketing students. It is definitely outdated (’02?) but it has some great anecdotes about “word of mouth” marketing and can be easily compared to social networking/marketing today.