Books I recommend

I have been writing this blog for nine months now. Most of the writings have their roots in some books. So I compiled a list of books that I would recommend.

1. Marketing Management By Philip Kotler
   This is a classic textbook on marketing. I read this book for my MBA, I still read this book on regular basis. Every time I read this book, I get new ideas on how marketing has to be done.
   
   
2. Marketing Services by Parusaraman & Leonard L. Berry
   Services have become critically important to all firms. Even when selling products, there are added services that has to be provided with the product. Marketing services poses its own challenges and requires new theories and processes. "Marketing Services" is a guide book for all marketers.
   
   
3. Consumer Behavior by Hawkins, Best, & Coney
   Marketing strategy works best when consumer behavior is taken into consideration. This book gives an insight into psychological and social behavior of consumers and its managerial implications. Customer behavior towards buying technology has to be incorporated into marketing strategy. This book ties marketing strategy to consumer behavior.
   
   
4. Mind & Heart of a Negotiator By Leigh Thompson
   Sales process in a B2B market is mainly that of negotiation. This book explains the theory and process of negotiations. I would recommend this book as a ‘Must Read’ for all sales & marketing professionals. Professionals can learn how to negotiate better - and create more business opportunities.
   
   
5. Crossing the Chasm By Geoffery A. Moore
   This path breaking book has been on the best sellers list for more than 5 years. I love this book and is a must read for all marketing professionals who work in a technology startup. The book explains various marketing functions & its implications. I’d also recommend the sequel to this book titled "Crossing the Chasm:Marketing and Selling Technology Products to Mainstream Customers" by the same author.
   
   
6. Competing for the future By CK Prahalad & Gary Hamel
   A break through book on business strategy. Dr. C.K.Prahalad and Dr. Gary Hamel have written on how companies must transform themselves to compete effectively in future. This book is a must read of marketing professionals at established firms who are facing competition for startups. If ‘Crossing the Chasm’ is all about maketing for startups, ‘Competing for the Future’ is THE book for established leaders.
   
   
7. How to influence people & win friends by Dale Carnigie
   An evergreen classic. A self-help, personality development book and also a salesman’s bible.
   
   
8. Kotler on Marketing: How to create, win & dominate markets. By Philip Kotler
   This is the latest book by the Marketing Guru - Dr. Philip Kotler. This book revisits marketing concepts which are very relevant for today’s high tech firms.
   
   
9. Market Research: A Guide to Planning, Methodology and Evaluation By Paul Haque
   A concise book on market reserch. Market research is essential for marketing anything. This book explains it all. For those who want to know more about the theory of market research I’d recommend this book "Marketing Research: Methodological Foundations" by Gilbert A. Churchill & Dawn Iacobucci. This book is a classic textbook on marketing research.
   
   
10. Strategic Management by Gegory Dess, Lumpkin & Taylor.
    This book is written by my professor at University of Texas. A must read for all corporate executives. Marketing is largely driven by business strategy - so one must know all about strategic management to succeed in marketing.
    
    
11. Art of War by Sun Tzu
    An ancient Chinese text on strategies to be used in War and adminstration. This book is very much relevant today in the era of "marketing is war". I read this book regularly atleast once in 6 months. Another book of this class is "Chanakya Arthasharta" . A 2000+ year old book on political science and adminstration. English translation of this book is titled "The Arthashastra".This classic book is all about adminstration and political science. Running a huge business is part politics and part management. So this book is a must read for all senoir managers & executives.
    
    
12. How Winner’s Sell: 21 Proven Strategies to Outsell Your Competition and Win the Big Sale By Dave Stein. This book is all about sales. Dave Stein talks in great length on preperation and execution of sales. This book is more like a manual for all salesmen.