Below are two books that I would recommend to anyone who wants their marketing to succeed. There is a common thread through both of them and that is that you should always focus on the end customer with your marcomms. Customer-centricity!
- 'Commonsense Direct Marketing' by Drayton Bird, and
- 'How to do better creative work' by Steve Harrison.
I've had the honour and pleasure of working with both these guru's back in the late 1980's at Ogilvy's.
Of course there are many great books out there to choose from, e.g. more recently 'Purple Cow' by Seth Godin, but I would start with these two.
Happy reading.
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