Professional Literature
This is where things start to connect. From classic marketing (yes, Kotler is involved) to how we actually build products and services today. Between the lines you will also find a little reminder: The customer has not read your strategy – but notices very well whether it works.
Professional Literature J-L
Gary Vaynerchuk shows how organisations can make an impact on social media by first building relationships and providing value before attempting to sell anything. Through practical examples from different platforms, he explains how content needs to be tailored to the channel, target audience and user behaviour in order to be effective. The book combines marketing, storytelling and digital communication in a practical and direct way, and is particularly relevant to modern brand building and content strategy.
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This book focuses on why customers ‘hire’ products and services to solve specific problems in their everyday lives. Anthony Ulwick presents a structured framework for understanding customer needs, desired outcomes and value creation through innovation. This perspective has had a significant influence on customer experience, service design and product development, particularly after Clayton Christensen further developed the theory within innovation research.
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In this book, Philip Kotler brings together key principles and reflections on modern marketing, strategy, and customer orientation. Kotler explains how businesses must understand customer value, segmentation, branding, and competitive advantage in a market characterized by ever-faster change. The book serves as both an introduction to classic marketing principles and a strategic framework for modern business development.
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This book is regarded as one of the world’s most influential textbooks on marketing and has been required reading for generations of students, managers and marketers. Philip Kotler presents a comprehensive understanding of markets, customers, strategy and value creation, and explains how organisations can build strong brands and long-term customer relationships. The book combines classic marketing theory with modern perspectives on digitalisation, customer experience and global competition.
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Eric Ries introduces a method for developing products and services through testing, learning and rapid iteration rather than lengthy and uncertain planning processes. The book is based on principles such as experimentation, the minimum viable product (MVP) and continuous improvement, and has had an enormous influence on startup communities, innovation and digital product development. The Lean Startup is now regarded as one of the most important books on modern entrepreneurship and innovation methodology.
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In this book, Chris Anderson explains how digital markets make it possible to succeed with niche products – not just bestsellers and mass-market offerings. Through examples including Amazon, Netflix and e-commerce, he shows how the internet has transformed distribution, accessibility and consumer behaviour. The book has had a significant influence on e-commerce, digital strategy and the platform economy by demonstrating how small markets, taken together, can represent enormous value in a digital economy.
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In this book, Seth Godin argues that people – not just technology and systems – are crucial to innovation and value creation. He describes how employees who take initiative, build relationships and think creatively are increasingly important in a digital economy characterized by automation and rapid change. Linchpin is about creating value as individuals in organizations, and why human competence and engagement are crucial in modern working life.
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