Reading recommendations from our marketing lecturers Katri Kerem and Riina Koris24 March 2017
Katri Kerem, the Marketing Professor at EBS and the Head of MA International Business Administration curriculum, said that it was a difficult task to choose three books to recommend for reading this spring. After long consideration, she chose her three favorites as follows:
Neil French “Sorry for the Lobsters”
„This is the books most closely related to advertising which is one of the main subjects I teach in EBS and that has been my passion over the years. I have asked EBS library to purchase this book a while ago and thus it should be available to the students as well. The books is basically a memoir of Neil French – amusing, attention grabbing storytelling from the very first to last pages. The book is about coming up with creative solutions, turning them into money, having fun and enjoying life. A perfect marriage of a self-help book and advertising how-to book,“ Kerem confirms. Although the book is set in the non-digital golden age of advertising it provides a lot of inspiration also for the present day marketers.
Daniel Kahneman “Thinking, Fast and Slow”
The book was published already in 2011 and is widely available in various languages. A superb example of how a Nobel Prize winner can write in an easy to read and engaging way. Maybe it is due to the fact that Kahneman has been trained in psychology and received the prize in economics. The book outlines an array of shortcomings in our rational decision making and teaches us quite a bit about human behavior. Knowing about the heuristics, biases, illusions and like enables marketers to smoothly nudge the consumers to favor their products over the competitor’s offerings or to build up choice architecture where consumers automatically stretch their hand towards our brand. This book recommendation probably reflects one of my main mantras while teaching marketing: if you learn a lot about human behavior you will be equipped with a knowledge that has a relatively long shelf life. Technologies, networks, digital devices come and go, but the underlying psychological core of consumer behavior is stable. Master it and you can benefit from the knowledge regardless weather Facebook is dead or alive.
Andy Kirk “Data Visualisation: A Handbook for Data Driven Design”
This is the book that has been on my desk recently. I am a huge fan of well-crafted visual communication and I do believe that the way we present our ideas and solutions has a profound effect on how these are both perceived and executed. The book emphasizes on the need of paying attention to both aesthetics and functionality of data design – a hard to achieve balance for most of us. The author also adds trustworthiness as a third dimension which in the contemporary post-truth paradigm is often neglected. Professional data visualization skills are valuable for every marketing specialist. I admit that the book might be a little too technical but I encourage everyone to devote at least a little bit of time to the wonderful world of data visualization. Professor Hans Rosling, the great guru of visualization, (who sadly passed away in February 2017) has produced a lot of valuable video content on the topic, click here for more information.
Riina Koris, who is a marketing lecturer at EBS, offers the students and alumni two of her favourite books. She says that it would have been too difficult to choose three books.
Stephen Brown „Free gift inside!: Forget the customer. Develop Markatease“
Riina Koris selgitab, et see raamat toob selgelt esile erinevuse, kuidas müüki on võimalik paremini teha, kui esimesel kohal on firma ja teisele kohale asetatakse klient. Koris: „See on alternatiivne lähenemisviis kõigele sellele, mis meid igapäeva elus kampaaniate/firmade/toodetena ümbritseb – võimalik, et isegi igavam, kui see tohiks olla.“
Mats Alvesson“The Triumph of Emptiness. Consumption, Higher Education and Work Organisation”
Riina Koris kinnitab, et raamatu esitab lugejale uusi ja huvitavaid väiteid tarbimise, brändide, kõrghariduse, organisatsioonide muutuste ja veel palju muu põneva kohta. Koris: „Ta tõestab veenvalt, et me kõik elame suurejooneliselt kultuuris, mis on imbunud tasakesi meie igapäevastesse toimingutesse… ja kohati on see raamat isegi hirmuäratav!“
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