BSS: FAQs on Marketing. Answers and advice by the guru of marketing

• James Collins, Built to Last (and his recent book, Good to Great)
• Arie De Geus, The Living Company

What books would you recommend for a marketing manager (chief marketing officer of a medium or large company) who is trying to make his company more competitive?

There are many interesting and insightful books on marketing. I would recommend the following books, recognizing that there are many more dealing with specific topics:

Kevin Keller, Strategic Brand Management (or any of David Aaker’s books on branding)
2. Fred Reichheld, The Loyalty Effect (or his book Loyalty Rules!)
3. Leonard Berry, Discovering

the Soul of Service (or his book On Great Service)
4. Dawn Iacobucci, ed., Kellogg on Marketing (the best set of current essays on different subjects in marketing)
5. Roland T. Rust, et al. Driving Customer Equity
6. Don Peppers and Martha Rogers, The One-to-One Future
Each of these books started new thinking in marketing.

“marketing . . . is the whole business seen from the point of view of its final result, that is, from the customer’s point of view.”

A business has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results: all the rest are costs

Books in the Business Solutions Series

BRILLIANT COMMUNICATION
5 steps to communicating your message clearly and effectively | Patrick Forsyth
EFFECTIVE DECISION MAKING
10 steps to better decision making and problem solving | Jeremy Kourdi
ESSENTIAL TIME MANAGEMENT
How to become more productive and effective | Brett Hilder
FAQS MARKETING

Richard Maun
NEW JOB SURVIVAL KIT
10 steps to surviving and thriving in the first 100 days of your new job | Frances Kay
SIMPLY A GREAT MANAGER
The fundamentals of being a successful manager | Mike Hoyle & Peter Newman
SURVIVING OFFICE POLITICS
Coping and succeeding in the workplace jungle | Patrick Forsyth
THE NEW RULES OF ENTREPRENEURSHIP
What it really takes to become a savvy and successful entrepreneur | Rob Yeung
THE NEW RULES OF EQ
Using emotional intelligence to get ahead | Rob Yeung

Philip Kotler
GREAT NEGOTIATING SKILLS
The essential guide to getting what you want | Bob Etherington
GREAT SELLING SKILLS
How to sell anything to anyone | Bob Etherington
HOW TO MAKE A DIFFERENCE
Discover your purpose in life and change things for the better | Tim Drake
MANAGE YOUR BOSS
How to create the ideal working relationship | Patrick Forsyth
MANAGING IN THE DISCOMFORT ZONE:
How to deal with sensitive, difficult and unpleasant situations | Patrick Forsyth
MY BOSS IS A BASTARD!

A modern guide to finding the job you want | Rob Yeung
THE NEW RULES OF NETWORKING
The essential rules and secrets to modern networking | Rob Yeung
WHY ENTREPRENEURS SHOULD EAT BANANAS
101 inspirational ideas for growing your business and yourself | Simon Tupman