Recommended reading lists – from the IPA

Posted on: August 31, 2012

Whilst the Chartered Institute of Marketing (CIM) remains the obvious choice for most marketers on resources to support training and development, I couldn’t help but admire the resources of the IPA (Institute of Practitioners in Advertising).

Take, for example, its required reading list in the IPA Shop – http://www.ipa.co.uk/Framework/ContentDisplay.aspx?id=2698

Whilst you might expect to find recommendations for books on advertising, agency life, behavioural economics, client services, creative inspiration, digital, marketing, new business, trends and insight I was more surprised to find a list of strategy books.

The list doesn’t reflect business strategy but advertising strategy although amongst the selection were some of my favourites:

  • “The Jelly Effect: How To Make Your Communication Stick” – Andy Bounds
  • “The Tipping Point” – Malcolm Gladwell
  • “Tribes” – Seth Godin
  • “Chief Culture Officer” – Grant McCraken
  • “’Where Good Ideas Come From’ – Steven Johnson
  • “Why We Buy’ – Paco Underhill
  • “Enchantment: The Art of Changing Hearts, Minds and Actions’ – Guy Kawasaki

 

Share This

Leave a Reply

Your email address will not be published. Required fields are marked *

Original branding by Matt Playford · A site by Fresh01