The Marketing Book Podcast

The Future Normal: How We Will Live, Work and Thrive in the Next Decade by Rohit Bhargava and Henry Coutinho-Mason About the Book: This is a handbook for visionaries. Making outlandish predictions about the future is easy. Predicting the future normal is far harder. For the past decade, Rohit Bhargava and Henry Coutinho-Mason have been on the front lines of exploring the global forces shaping our future normal through their work independently leading two of the most successful trend consultancies in the world: TrendWatching and the Non-Obvious Company. From donning full-body haptic suits to sampling cultivated meat, their work has taken them into cutting-edge labs, private testing facilities, and invite-only showcases across the world. Now for the first time, they are teaming up to share a uniquely eye-opening vision of the future unlike any other. Across thirty fast-moving chapters, The Future Normal spotlights dozens of ideas and instigators who are changing the world. From biophilic skyscrapers to generative AI, these stories offer an optimistic yet deeply human view of the next decade. Along the way, they also tackle some of the biggest ethical and societal questions raised by all this progress. In this book, you’ll read about the ideas and instigators that are bringing about new ways to satisfy our fundamental needs and wants, changing not just their industries but also transforming our wider culture and society. These are the stories of the future normal, and they are coming sooner than you think. For anyone looking to get ready, this book will empower you to seize the opportunities that lie ahead in this crucial decade. About the Author: Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world.  He is the 3-time WSJ bestselling author of nine books on marketing, innovation, diversity, and trends including his #1 bestseller Non-Obvious Megatrends. Rohit has been invited to keynote events in 32 countries around the world.  His insights have been used by the World Bank, NASA, Intel, Disney, Colgate, Coca-Cola, Under Armour, American Express, and hundreds of other organizations to win the future.  Earlier in his career Rohit spent 15 years in leadership roles at two renowned ad agencies: Leo Burnett and Ogilvy. And, interesting facts - He is a lifelong fan of anything having to do with the Olympics (he’s been to five so far, was sad to miss Tokyo, but is really looking forward to Paris 2024!) and more significantly, he is now a member of a VERY exclusive club – The Marketing Book Podcast 7-Timers Club! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/future-normal-rohit-bhargava

Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability by Philip Kotler, Hermawan Kartajaya, Den Huan Hooi, and Jacky Mussry About the Book: An eye-opening discussion of the future of marketing, from four of the leading minds in the field In Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability, a renowned team of marketing leaders, including the “Father of Modern Marketing,” Professor Philip Kotler, delivers a groundbreaking and incisive redefinition of entrepreneurial marketing.  In the book, some of the marketing sector’s brightest minds explore the increasingly essential initiative to build new capabilities beyond the mainstream marketing approach that also considers the effect of digital connectivity on consumers and companies everywhere.  This book also discusses what marketers need to do to break the stagnation of normative marketing approaches that are often no longer effective in dealing with dynamic business environments. The authors introduce a fresh entrepreneurial marketing approach, converging dichotomies into a coherent form. The book also includes: A post-entrepreneurial-marketing view of the commercial landscape which puts the operational aspect at the center of the action, converging marketing and finance, and adopting technology for humanity Discussions of the strategies and techniques that will drive the actions of the marketing departments to create value with values that will lead the company to success through the year 2030 Explorations of the paradox between the development of core competencies and collaboration with various parties, including competitors The latest publication from some of the foremost minds in marketing―and in business, generally―Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability is a must-read combination of unique insight, concrete advice, and implementable strategies that introduce a new mindset for every professional marketer, entrepreneur, and business leaders worldwide. About the Author: Philip Kotler is professor emeritus of marketing at the Kellogg School of Management, Northwestern University, where he held the S.C. Johnson & Son Distinguished Professor Of International Marketing.  He is one of the world's leading authorities on marketing, widely regarded as the “father of modern marketing," author of over 90 books, recipient of numerous awards and honorary degrees from schools around the world, and voted as the Number 1 Guru In Management in the list of Top 30 Gurus Of Management (2022). The Wall Street Journal ranks him among the top six most influential business thinkers. He holds an MA from the University of Chicago and a Ph.D. in economics from MIT. Philip has an incredible international presence - his books have been translated into more than 25 languages, and he regularly speaks on the international circuit. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/entrepreneurial-marketing-philip-kotler 

Epic Content Marketing, Second Edition: Break through the Clutter with a Different Story, Get the Most Out of Your Content, and Build a Community in Web3 by Joe Pulizzi and Brian Piper About the Book: From the “Godfather of Content Marketing”― this completely revised and expanded edition brings marketers fully up to date on the newest content marketing methods and tools, including Web3 When Epic Content Marketing was first published eight years ago, content marketing was just starting to pick up speed in the marketing world. Now, this approach―which includes everything from blogging to YouTube videos to social media―is the core of most organizations’ marketing plans. Fully revised and updated, this new edition walks you through the process of developing stories that inform and entertain and compel customers to act, without actually telling them to. In addition to covering all the important social media platforms that have arisen over the past eight years and introducing the “creator economy,” it shows how to update existing content and make new content that performs in strategic ways. Updates include: New content models, structures, and opportunities Content entrepreneurship, content mergers, and acquisitions Subscriptions and audience building Team structure, the importance of community, DAOs, and creator networks Content options, NFTs, and discord servers Making data-driven decisions to optimize content performance Distributed the right way at the right time, epic content is the best way to truly capture the hearts and minds of customers. It's how to position your business as a trusted expert in its industry. It's what customers share and talk about. This updated edition of the trusted guide provides everything you need to succeed in the new world of content marketing. About the Author: Joe Pulizzi is the founder of multiple startups including content creator education site, The Tilt, the content entrepreneur event Creator Economy Expo (CEX), and is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine. Joe is best known for his work in content marketing, first using the term in 2001, then launching Content Marketing Institute and the Content Marketing World event. Joe is often referred to as “The Godfather of Content Marketing.” In 2014, he received the "Lifetime Achievement Award" from the Content Council. He successfully exited CMI in 2016 and consequently wrote an award-winning mystery novel, The Will to Die. He has two weekly podcasts, the motivational Content Inc. podcast, and the content news and analysis show This Old Marketing with Robert Rose. His foundation, The Orange Effect, delivers speech therapy and technology services to over 350 children in 35 states. And, interesting fact - he is now a member of a VERY exclusive club - The Marketing Book Podcast 6-Timers Club! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/epic-content-marketing-2-joe-pulizzi

Bullseye Marketing: How to Grow Your B2B Business Faster 2nd Ed. by Louis Gudema About the Book: Do you want to accelerate the growth of your B2B company? In Bullseye Marketing, you’ll learn how to develop, launch, and scale a successful marketing program for your B2B company. Louis Gudema focuses his Bullseye Marketing Framework exclusively for B2B companies in this second edition. The first edition was named One of the Best Marketing Books of All Time by Book Authority. I have written a new foreword in which I say, “Over the past decade-plus, for my Marketing Book Podcast I’ve read nearly 500 excellent marketing and sales books, cover to cover. As you can imagine, with that many titles under my belt, so to speak, the range of authors and quality of titles is considerable. Louis Gudema’s original Bullseye Marketing is one of my favorites. This new edition is even better.” At the strategic level, readers of Bullseye Marketing will learn the three-phase Bullseye Marketing Framework that prioritizes the fastest, most cost-effective ways for B2B companies to grow faster.  Louis then goes into detail on what it takes to successfully implement close to two dozen marketing tactics, providing hundreds of tips, best practices, and examples for successfully executing B2B marketing campaigns.  While many companies put too great of an emphasis on short-term lead generation, in this second edition Louis presents research around the importance of long-term building of a company’s brand and its mental availability to optimize long-term business growth.  He also provides evidence of the importance of creativity in building mental availability, and many examples of creative B2B marketing that go beyond the more typical product-centric marketing seen by many companies. The book also includes interviews with nationally-known marketing and sales leaders Ann Handley, Scott Brinker, Evan Kirstel, Gini Dietrich, Jeanne Hopkins, Jim Ewel, James Carbary, and Zorian Rotenberg, and new case studies. About the Author: Louis Gudema helps B2B companies build their brands and generate leads as a fractional CMO and marketing strategist. He also mentors MIT startups as part of its Venture Mentoring Service, and since 2015 has led an annual marketing boot camp for the MIT startup community.  Louis previously founded a marketing agency serving enterprise companies such as IBM and the Boston Globe. He then pivoted it into a SaaS company and grew it into one of the top companies in its national market before a successful exit. He has acted as vice president of business development at two mid-sized marketing agencies. For several years, Louis was the head of the executive committee for Boston’s Sales and Marketing Innovators professional association. Louis speaks frequently on marketing and business at regional and national events and has written for leading business sites including The Harvard Business Review, MarketingProfs, IDG Connect Marketer, Chiefmartech, Venture Beat, The Content Marketing Institute, and Econsultancy. And if that's not enough, he also ghostwrites and co-writes business and marketing books. And, interesting fact - he grew up on a farm in Illinois, and he has won poker tournaments - at casinos!  Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/bullseye-marketing-2-louis-gudema 

Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition by Andy Cunningham About the Book: From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominance  Andy Cunningham has been at the forefront of tech and innovation since day one, and she’s been helping companies create new product categories ever since. Now she reveals the winning framework she uses to transform markets and industries. Get to Aha! shows how to establish the kind of foundation world-class brands are built on. Too many business leaders fail to ask the most basic questions about their company―Who are we? And why do we matter?―before they leap right into branding. Big mistake. A company must first know itself (establish its position) before it can express its identity (execute its branding).  There are three types of companies in the world, each with its own DNA: Mothers are customer-oriented, Mechanics are product-oriented, and Missionaries are concept-oriented―and it’s absolutely critical for business leaders to know which type their company is to create an authentic and ultimately “sticky” position in the market.  A company’s DNA is the key to achieving this and with it, a competitive advantage. Why? Because if a Mechanic creates a marketing campaign based on its belief that it is a Missionary, the underlying positioning will not ring true and the company won’t gain a foothold in the market. But if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor. Get to Aha! presents a clear step-by-step framework that will help you determine your company’s precise position in the marketing landscape, using Andy’s DNA-based methodology. It takes you through the process of performing “genetic testing” on your company, examining the market through the six Cs of positioning, and developing your positioning statement―a rational, factual statement about your company’s role and relevance. Then and only then can you create a branding and marketing strategy that will build market momentum and crush the competition. Trust Andy. Steve Jobs did. About the Author: An entrepreneur at the forefront of marketing, branding, positioning, and communicating “the next big thing,” Andy Cunningham has played a key role in the launch of a number of new categories, including video games, personal computers, desktop publishing, digital imaging, and software as a service.  Andy came to Silicon Valley in 1983 to work for Regis McKenna and help Steve Jobs launch Macintosh.  She is the founder and president of Cunningham Collective, a marketing strategy firm that has worked with companies in a variety of markets, such as artificial intelligence, cannabis, crypto, information technology, big data, cloud, gaming, mobile apps, search, semiconductors, and virtual reality.  She has taught marketing classes at several universities including Harvard Business School, New York University, Northwestern University, Stanford University, and the University of Southern California. Andy is a graduate of Northwestern University.  And, interesting fact - she and her husband Rand split their time between an old wooden boat in Sausalito, California, and the Alpine Airpark in Alpine, Wyoming.  Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/get-aha-andy-cunningham 

Leading Growth: The Proven Formula for Consistently Increasing Revenue by Anthony Iannarino About the Book: In Leading Growth: The Proven Formula for Consistently Increasing Revenue, veteran B2B sales professional and coach Anthony Iannarino delivers an expert guide to enabling revenue growth in your sales team. In the book, you’ll explore the fundamentals of organizational leadership, including vision, transformation, strategy, communication, and decision-making. You’ll also define new frameworks for growth involving the people, planning, pipeline, and efficacy that make up your strategy. The author also presents: Strategies to help salespeople create and win new opportunities for revenue growth Ways to grow revenue when you’re required to deal with a “task force” or team of decision-makers who seem bent on preventing any kind of meaningful change Methods for shortening an ever-lengthening sales cycle An indispensable resource for salespeople and sales leaders at every level of organizations, Leading Growth will also earn a place on the bookshelves of consultants, coaches, and other professionals who serve revenue- and growth-oriented firms as they seek to expand. About the Author: Anthony Iannarion is a reader, writer, author, speaker, entrepreneur, sales leader, and trainer. He has written and published a daily post every day since December 28, 2009, amassing over 4,600 posts on sales, success, leadership, and productivity. The main thrust of his work is in human effectiveness.  His previous books are:  The Only Sales Guide You'll Ever Need The Lost Art of Closing: Winning the Ten Commitments That Drive Sales Eat Their Lunch: Winning Customers Away from Your Competition Elite Sales Strategies: A Guide to Being One-Up, Creating Value, and Becoming Truly Consultative His books have been translated into 18 languages.  And, interesting fact - after high school he moved from Ohio to LA where he was the lead singer in a hair metal band, and where he was at least once mistaken for the lead singer of The Red Hot Chili peppers, Anthony Kiedis! (He later graduated from college and law school.) Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/leading-growth-anthony-iannarino 

Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies by Christina Inge About the Book: Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing builds your brand, and develops product strategies. Many brands talk about creating a marketing strategy powered by data, analytics, and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past.  Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization.  Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy that leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands, and creates data-driven product strategies. Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure, and ethical way.  Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy. About the Author: Christina Inge is the founder and CEO of Thoughtlight, a tech consulting company that specializes in digital marketing and analytics strategies. She has worked with well-established brands such as Nissan, The Smithsonian, and Pegasystems, as well as a range of startups and nonprofits. Based in Boston, Massachusetts, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association Boston. An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications And, interesting fact – she is also a quilt maker! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/marketing-metrics-christina-inge 

Primal Storytelling: Marketing for Humans by Anthony Butler About the Book: “I woke up to my mother’s screams” These are the first words of Anthony Butler’s Primal Storytelling. From a fire in Montana to the streets of Fallujah, Iraq, to the war for attention among 1.5 billion websites globally, Butler proves time and again that stories are the most effective way to capture human attention. Two years into running his own digital agency, Butler was stunned when a new client left. The work was good, they said, but the results weren’t consistent. So Butler set out to fix it—to design a reliable digital marketing system that would always come out ahead. The result is an approach that combines evolutionary psychology with age-old story techniques to create high-performing digital content that cuts through the noise.  Whether you’re competing for local foot traffic or global downloads, Primal Storytelling will help you forge authentic connections with your audience, improve your brand performance in social media and SEO, and supercharge your content results. About the Author: Anthony Butler is the founder of the digital marketing agency Can-Do Ideas and the creator of the Primal Storytelling content system.  An expert in brand storytelling and digital marketing, Anthony graduated from the United States Military Academy at West Point and the US Army Ranger School.  He is a combat veteran who commanded an infantry company in Iraq during the invasion of Baghdad.  And, interesting fact – he is a Brazilian Jiu-Jitsu blackbelt! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/primal-storytelling-anthony-butler

Assemblage: The Art and Science of Brand Transformation by Emmanuel Probst About the Book: Brands can no longer force-feed us a plethora of products we don’t need. To succeed, brands must transform us and the world we live in. Assemblage guides you through the art and science of creating transformative brands by combining personal, social, and cultural components. Assemblage will show you Why perception is the truth and how to shape people’s perceptions Why we relate to antiheroes, villains, and saviors How brands can reassure consumers about their past, present, and future How to leverage data and insights to deliver a personalized, human-centric consumer experience How brands can make a positive impact on people, society, and the economy Assemblage is supported by in-depth research in consumer psychology, extensive consumer insights, interviews with industry-leading marketers, and case studies of transformative brands, big and small. About the Author: Emmanuel Probst is the Global Lead, Brand Thought Leadership at Ipsos, an adjunct professor at the University of California at Los Angeles, and the author of the Wall Street Journal and USA Today bestseller, Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning.  At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer’s journey. His clients span a wide range of industries, including technology, consumer package goods, retail, financial services, and advertising agencies.  Emmanuel also teaches consumer market research at UCLA and writes about consumer psychology for numerous publications.  He earned an MBA in marketing and a doctorate in consumer psychology. And, interesting fact – he’s originally from France! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/assemblage-emmanuel-probst

Myths of Branding: Dispel the Misconceptions and Become a Brand Expert by Andy Milligan and Simon Bailey About the Book: A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant... Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken, and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding uses up-to-date case studies and witty examples to debunk these popular misconceptions and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management. About the Author: Andy Milligan is a leading international brand and business consultant and is acknowledged as an expert in all areas of brand development. He advises CEOs and senior management teams, on strategies for developing and exploiting brands and growing their business. Andy’s experience spans industries as diverse as airlines, financial services, packaged goods, telecommunications, sports and leisure, and pharmaceuticals.  He has directed significant programs in Japan, South Korea, Singapore, the USA, and Europe. Clients he has worked with include Nissan, World Wildlife Fund, McLaren, Barclays, Unilever, Thai Airways, and FIFA. Andy is a regular speaker at conferences internationally and has made frequent appearances in the media, including on BBC, Sky, and CNN.  He has published six other best-selling books: See, Feel, Think Do, which explores the success of instinct in business; Brand It Like Beckham which analyses the success of David Beckham as a celebrity brand; Uncommon Practice which examines the link between great brands and their corporate cultures; Don’t Mess With the Logo which is a straight-talking guide to brand building and BOLD, voted ‘Management e-book of the Year’, which reveals the practices that make great brands stand out, and turn customers into fans.  Andy’s last book, On Purpose, is a practical guide to executing business purpose successfully by delivering a branded customer experience people love. And, interesting fact – after graduating from Oxford, he was trained to be an actor! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/myths-branding-andy-milligan