Don E. Schultz's 가 추천하는 읽을만한 마케팅 도서

IMC 이론을 개발한 Don E. Schultz's 가 추천한 마케팅 관련 도서입니다. 아래 3개책들은 국내에 번역되어있습니다.^^

- How Customers Think: Essential Insights into the Mind of the Market(How Customers Think - 21세스 북스)

- IMC, The Next Generation: Five Steps for Delivering Value and Measuring Financial Returns (IMC의 실행과 측정 - 모던북 )

- The Geography of Thought: How Asians and Westerners Think Differently…and Why (생각의 지도 - 김영사)

Marketing and the Bottom Line Tim Ambler The truth about what and how financial systems drive organizations. This is what CEOs and CFOs discuss, about which marketing and communication people generally know too little.

How Customers Think: Essential Insights into the Mind of the Market Gerald Zaltman Shoots holes in most of the current marketing, communication, advertising and promotion theory. Changes the entire way we should think about how communication works, but most of all, about how out-of-date our research techniques are.

Creating A Company for Customers: How to Build and Lead A Market-Driven Organization Malcolm McDonald et al. A practical guide to how to re-organize the firm without blowing it up and starting over. This is where integration starts, with business models and organizational systems, not with cross-media planning.

IMC, The Next Generation: Five Steps for Delivering Value and Measuring Financial Returns Don E. Schultz and Heidi Schultz I had to put this on the list simply because it is so different from the traditional ways we have thought about integration, integrated communication and the like.  It is a demand-based view of how to go to market that almost any organization can implement today. This is what we are teaching in our work in China.

The Geography of Thought: How Asians and Westerners Think Differently…and Why Richard Nisbett If you believe, as I do, that Asia will become the controlling factor in business in the 21st century, you need to read this book. You’ll start to understand why many of our western marketing and communication approaches can’t and won’t work in Asia, no matter how much money we throw at them.

출처:http://www.imediaconnection.com/content/4315.asp