Top Business Books Read by Marketing Leaders Around the World - Part 2

Reading introduces us to thoughts, ideas and adventures we couldn't have experienced otherwise. In the words of Dr. Seuss, "The more that you read, the more things you will know. The more that you learn, the more places you will go."

If you haven't yet read our first post, "Top Business Books Read by Marketing Leaders Around the World - Part One," we encourage you to check it out. And, as promised, here's the second post in a two part series, about favorite business books from marketers around the world. As a bonus to you, some have also thrown in their favorite 2015 fiction reads.

Pam Didner
Content Marketing Expert
Portland, Oregon

I really like You're in Charge - Now What? by Thomas Neff and James Citrin. It shows you steps to take to prepare for a new job at a new company before you start and through to the first 100 days. Although it targets senior leaders, it also applies to anyone starting a new job as well as consultants who will be working with new clients. I read it from time to time when I’m ready to engage with new customers.

If you want to be a savvy marketer I also recommend my book, Global Content Marketing. I explain how teams should collectively work together from strategy planning, content creation and marketing promotion to measurements.  I created the framework of the 4 P’s for Global Content Marketing: 

  • Plan: Set up strategy before execution
  • Produce: Create content that matters
  • Promote: Distribute content in the digital era
  • Perfect: Measure and optimize to drive maximum impact

The biggest take-away is that content marketing is not spontaneous. It requires extensive collaboration and coordination. People, processes and tools need to be aligned with your strategy. I explain step-by-step methods of achieving this alignment in my book. It targets anyone who is interested in scaling content across regions.


My favorite fiction read from last year is The Paris Wife by Paula McLain. It's a fictional story between Ernest Hemingway and his first wife, Hadley Richardson. McLain vividly described how their relationship flourished and deteriorated as Ernest struggled to find his voice and earned him a place in history. As much as Hadley strived to hold on to the marriage and her sense of self, there was so much which was out of her control. I knew the outcome of the story before I started reading the book, yet my heart still went out to Hadley when she attempted to salvage her relationship with Ernest as everything crumbled apart around her.


Christian Fernando Ariza Porras
Bogotá, Colombia

I recommend Big Data Marketing, by Lisa Arthur. The book targets marketers but it can be the perfect starting point for anyone who wants to become a data-driven professional. Most of the concepts and processes in the book are applicable not only to the marketing department but to the organization as a whole. Some challenges, like untangling the "data hairball" and breaking down silos between departments, even specifically relate to IT.

This is not at technical book. It helps to build a common language between IT and Marketing. The author also provides definitions and frameworks for roles like Data Scientists and how they should work with Chief Marketing Officers. In my opinion CMO must adopt the role of data-driven business professional, which I outline here in my blog (in Spanish).

I love the way this book was written. It has a conversational style in which real world advice and scenarios are shared. The "dos” and “don'ts" at the end of each chapter also summarize key points for creating a data-driven strategy.

We hope you enjoyed these marketing book recommendations, ranging from new finds to some "oldies but goodies."

How about You?

What’s your favorite business book of 2016? Share your suggestions in the comments section.