Marketing Readings

Classics and Featured Reading


The Long View: Career Strategies to Start Strong, Reach High, and Go Far
Brian Fetherstonhaugh
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Being Direct: Making Advertising Pay
Lester Wunderman
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Breakthrough Advertising
Eugene Schwartz
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Database Marketing
Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin
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How to Write a Good Advertisement
Vic Schwab
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Mail Order Handbook
Richard Hodgson
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My Life in Advertising/Scientific Advertising
Claude Hopkins
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Ogilvy on Advertising
David Ogilvy
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Scientific Advertising
Claude Hopkins
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Successful Direct Marketing Methods
Bob Stone, Ron Jacobs
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Tested Advertising Methods
John Caples
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