28 Books They Read In Marketing Courses (And You Should Too)

Posted on June 7, 2012

There is increasing convergence between search and online marketing (or maybe more precisely: people in the search industry are learning more competencies within online marketing). This means more competitions in terms of jobs and customers. As the 2010 SEOmoz SEO Industry Survey points out, search marketers tend to be well educated: 13,5 % have some college education, 8,3 % have a two year college degree; 43.7 % have a 4 year college degree; and 20 % a Masters degree. Only 6,5 % learned about search marketing in a formal class. This suggests that many people have studied something other than marketing (or did study other forms of marketing than search marketing – the data does not tell which one).

Although universities like Cornell are beautiful and excellent, you can study marketing anywhere

I don’t have a marketing degree myself (although I do have in political science and at some point information science), but I feel its time to start being more familiar with general marketing research. Not necessarily to know it all but at least to know my known unknowns. So I compiled a list of what they read in various marketing courses around the US. The list is pretty broad but it is only the top of the iceberg. But a good place to start, nonetheless.

Marketing 101

NYU Introduction To Marketing

R. Kerin, E. Berkowitz, S. Hartley & W. Rudelius, (2003): Marketing

Penn State Principles Of Marketing course

W. D. Perreault, Jr., J.P Cannon, and E. J. McCarthy (2009): Basic Marketing: A Marketing Strategy and Planning Approach
C. H. Mason and W. D. Perreault, Jr. (2002) The Marketing Game!

Marketing Management

CUNY Principles of Marketing Management

Kerin, Hartley, & Rudelius (2010) Marketing: The Core

University of Florida Marketing Management course

Kotler and Keller (2011): Framework for Marketing Management

MIT Marketing Management:

Kotler and Keller (2011): Marketing Management
Best, Roger J (2009): Market-Based Management – Strategies for Growing Customer Value and Profitability
Paul, Peter J., and James Donelly (1994): “Analyzing Marketing Problems and Cases.” Section II in A Preface to Marketing Management. Richard D. Irwin, Inc., 1994.
Chernev, Alexander (2009) “Managing the Competition.” In Strategic Marketing Management.
Ortmeyer, Gwendolyn K (1992): “Ethical Issues in Pricing.” Chapter 5.1 in Ethics in Marketing. By N. Craig Smith and John A. Quelch.

Global Marketing

Rutgers Global Marketing course

Global Marketing Management, Third Edition, Masaaki Kotabe and Kristiaan Helsen (2004), New York: Wiley.

Northwestern Global Marketing course

Temporal, Paul (2011): Islamic Branding and Marketing,
Cateora, Gilly, and Graham (2010): International Marketing.
Hollensen, Svend (2007): Global Marketing.
Sirkin (2008): Globality Competing with Everyone from Everywhere for Everything.
Robyn Meredith (2009): The Elephant and the Dragon (It addresses the rise of India and China)
Mahajan, Vijay (2008) Africa Rising (the 900 million consumers in Africa will give India and China a run for their money)
Agtmael, Antoine van (2007) The Emerging Markets Century (This book addresses how a new breed of companies is overtaking the world).
Laudicina, Paul (2008) World out of Balance (This book addresses global risks to obtain competitive advantage. This is a great read and contains an excellent discussion on changing global demographics and the “new consumer”).
Friedman, Thomas (2008) The World is Flat (is recommended especially for his “Ten Forces” discussion in the first part of the book. I like this book for the global marketing of consumer products.)