Best Books on Marketing

Best Nonfiction Books on Marketing

Best nonfiction book: “What Would Google Do?” by Jeff Jarvis

Best Nonfiction Book - Best Nonfiction Book - What Would Google Do

Best nonfiction book: What Would Google Do?
Best nonfiction author: Jeff Jarvis
Book summary writer: Mollie Player

Best nonfiction book? Why?

Strangely, What Would Google Do? is the book that ignited my passion for nonfiction. And yet, it’s not so strange. If you’re interested in the psychology of business processes at all, or in marketing in the internet-based economy, this book is one of a kind.

Best nonfiction book? What’s in it?

WWGD’s message is clear: We’re in a new, Internet-based economy, with new rules. Be forewarned. Figure it out. Catch up—quick.

The new rules are as follows:

  • Customers are now in charge. Due to the Internet, they can have a huge impact on even huge institutions in an instant.
  • People can find each other anywhere and coalesce either around you or against you.
  • The mass market is dead. It’s been replaced by a mass of niches.
  • The key sales skill is no longer marketing, but conversing.
  • The economy is no longer based on scarcity, but on abundance. Attempting to control the distribution of a product will no longer guarantee a profit.
  • Enabling customers to collaborate with you in product creation, distribution, marketing and more creates a premium.
  • The most successful enterprises today are networks and the platforms upon which they’re built.
  • Most important: Owning is no longer the key to success. Openness is.

A few examples of Google-league marketers: Facebook, Craigslist, Amazon, Flickr, WordPress, Lulu, Paypal.

Google uses a few guidelines that have helped them achieve their ginormous success.

They are:

  • Give the people control and they will use it.
  • Your worst customer is your best friend (because of information they can share with you to improve).
  • Your best customer is your partner (since word-of-mouth is the best marketing). Keep them. Offer incentives to spread the word.
  • The link changes everything. Businesses must have relevant links on websites for Google to see them.
  • Do what you do best and link to the rest.
  • Join a network.
  • Become a platform. Incorporate others’ ideas and businesses (like Facebook, WordPress, and Craigslist). Think distributed.
  • Everybody needs googlejuice. If you’re not searchable, you won’t be found.
  • Life is public and so is business. Transparency vital.
  • Learn to make mistakes well (by admitting them and addressing them ASAP).
  • Rethink company structure to offer “elegant organization.”
  • Small is the new big.
  • We’re in a post-scarcity economy.
  • The mass market is dead. Long live the mass of niches.
  • Google commodifies everything.
  • Atoms are a drag. Rethink ways to offer online, intangible solutions.
  • Middlemen are doomed.
  • Free is a business model. Give away value to extend your market base, then make money through the side door.
  • Decide what business you’re in. (In order to protect your business, rethink ways to solve problems you’re already solving but are no longer working 34 somebody else does.)
  • There is an inverse relationship between control and trust.
  • Trust the people; listen life is a beta; be honest; be transparent; collaborate; don’t be evil; answers a instantaneous; life is live; mobs form; a flash; beware the cash cow in the c mine (if your business relies on something whose doom is impending – move away from it now!; encourage, enable and protect innova simplify”; get out of the way.

Other tips:

  • Release an unfinished product in beta form so instead of customers complaining, they’ll feel like a part of the process and make suggestions.
  • In marketing materials and blogs, use a human, natural voice.

For more information on this best nonfiction book, see:

This information still to come.

Best nonfiction book: “Grapevine” by Dave Balter and John Butman

Best Nonfiction Book - Grapevine

Best nonfiction book: Grapevine: The New Art of Word-of-Mouth Marketing
Best nonfiction author: Dave Balter and John Butman
Book summary writer: Mollie Player

Best nonfiction book? Why?

Grapevine makes an excellent point: the best marketing in the world—the most effective, the most reliable—is word-of-mouth marketing. The problem: advertisers can’t drum it up, no matter how hard they try. Lasting, powerful word-of-mouth happens only when products and services are the real deal.

Best nonfiction book? What’s in it?

People love talking about the stuff they buy. We do it all of the time. But why? The reasons are discussed in Grapevine. They include: the desire to educate or help, the desire to prove our knowledge, the desire to find common ground, the desire to validate our own opinions, and the pride of ownership.

Notable quote: “There’s a tiny part of the brain, the hypothalamus, that among other things helps regulate sexual urges, thirst and hunger, maternal behavior, aggression, pleasure, and to some degree your prosperity to refer. The hypothalamus likes validation – it registers pleasure in doing good and being recognized for it, and it’s home to the need to belong to something greater than ourselves. This is the social drive for making referrals.”

Additional note: Genuine word-of-mouth is not “buzz.” It’s not the latest thing that everyone is talking about right now. It goes far deeper than that, and lasts longer.

For more information on this best nonfiction book, see:

This information still to come.