In a world where fewer and fewer people dare to open a book, and artificial intelligences become faster and smarter every day, reading is a superpower. For the marketing student who wants to stand out and make a difference, becoming a true pro isn’t about luck – it’s about preparation. Here are 10 essential books, tools that will feed your critical and creative thinking, taking you beyond what any machine can do for you. Because deep knowledge and strategic sharpness are born from reading. If you want to be the best, start here and get ready to face the future from a place of true power.
Here is a list of 10 essential, innovative, and cutting-edge books to help you become a marketing expert today:
«Contagious: How to Build Word of Mouth in the Digital Age» – Jonah Berger
This book explores how and why certain ideas, products, or behaviors go viral. Focusing on digital word-of-mouth, it provides key strategies to create impactful, shareable content.
What makes something go viral? From Livestrong’s yellow wristbands and the Dukan diet to “Gangnam Style” and the infamous restored Ecce Homo fresco in Borja, these are examples of products, ideas, or behaviors that, when shared among people, turn into true social epidemics. It often starts with a small group or entity but soon spreads rapidly, almost like a virus. What’s the secret? What strategies can we apply to achieve this kind of spread for our own projects or concepts? Jonah Berger unpacks this process with detailed analysis and numerous examples in his book.
«Building a StoryBrand: Clarify Your Message So Customers Will Listen» – Donald Miller
An essential guide to creating clear and compelling messages by focusing on storytelling that connects with customers. This methodology is crucial in a world where brands fight for attention.
The proven Building a StoryBrand approach has helped thousands of businesses deeply connect with their customers, giving them a strong competitive advantage. Over 500,000 leaders have experienced the impact of the StoryBrand Framework, developed by marketing expert Donald Miller. This system helps entrepreneurs and marketers effectively capture their audience’s attention, cutting through distractions with a clear and engaging message.
In Building a StoryBrand, Miller presents his method of seven universal storytelling elements to communicate a brand’s unique value simply and effectively. This approach makes it easy for customers to immediately understand how a product benefits them, driving engagement and increasing sales.
From large corporations to small brands and political initiatives, Building a StoryBrand transforms how identity and value are communicated, ensuring messages resonate and create lasting impact.
- Use the seven universal story points to which everyone responds.
- Understand the real reason customers make purchases.
- Simplify your brand message so it’s easy to grasp.
- Create effective messages for websites, brochures, and social media.
«This Is Marketing: You Can’t Be Seen Until You Learn to See» – Seth Godin
Marketing isn’t just about selling products – it’s about solving problems and connecting with people. Seth Godin offers a fresh perspective on how to become a thought leader in today’s marketing landscape.
An innovative approach to marketing, sales, and advertising.
Seth Godin has inspired millions of entrepreneurs, marketers, and leaders through his writings, courses, and bestselling books. With ideas like Permission Marketing, Purple Cow, Tribes, and The Dip, he has transformed the way we understand business.
In This is Marketing, Godin compiles his experience into a clear and accessible format, aimed at helping entrepreneurs, startup founders, and teams in large organizations practice marketing that truly delivers solutions and value.
Real marketers don’t see consumers as a means to solve the company’s problems. Instead, they use marketing to address people’s needs, prioritizing empathy and genuine connection over intrusive ads.
4. «Made to Stick: Why Some Ideas Survive and Others Die» – Chip Heath y Dan Heath
A classic on how to make ideas memorable. You’ll learn how to communicate in a way that not only resonates but sticks.
NEW YORK TIMES BESTSELLER • An instant classic on why some ideas thrive while others die, and how to make your ideas unforgettable.
In Made to Stick, Chip and Dan Heath explore what makes certain ideas unforgettable, revealing the structure behind ideas that endure. Through principles like focusing on human scale, the Velcro Theory of Memory, and creating curiosity gaps, the authors teach us how to make our messages stick in people’s minds.
The book presents a variety of “sticky” examples, from the famous urban legend of kidney theft to the inspiring lessons of a coach or Sony’s innovative product vision. All these cases share six essential traits that give them strength and staying power.
Provocative, insightful, and often surprisingly entertaining, Made to Stick offers a practical guide to the key principles behind successful ideas and how to apply them so your own messages leave a lasting impact.
5. «Hooked: How to Build Habit-Forming Products» – Nir Eyal
It teaches you how to create digital products that are as addictive as they are useful. Perfect for learning how to build long-term relationships with customers and increase retention.
How do successful companies create products people can’t put down?
Why do some products massively capture our attention while others go unnoticed? What makes certain products become part of our daily routine? Is there a pattern that explains how technology keeps us hooked?
Nir Eyal answers these and many other questions in his explanation of the Hook Model: a four-step process that the most successful companies use in their products to subtly encourage customer behavior. Through repetitive “hook” cycles, these products achieve the goal of bringing users back again and again, without needing expensive ads or intrusive messages.
