What are the best books on marketing?Posted on: May 21, 2000
As a general introduction to marketing, I would recommend
Kotler on Marketing: How to create and dominate markets – you can obtain a review from the articles list.
As a lawyer, accountant or professional you may wish to look at a book that focuses more on professional firms in which case I would recommend the following books:
‘Marketing for Lawyers’
– Matthew Moore
– Gazette Practice Handbooks (0-948736-04-6)
‘Marketing Professional Services – A Handbook’
– Patrick Forsyth
– Financial Times/Pitman Publishing (0-273-03849-4)
‘Client Management for Solicitors’
– John H Freeman
– Cavendish Publishing Limited (1 85941 039 1)
‘Media Relations for Lawyers’
– Sue Stapely
– The Law Society (1 85328 291 X)
– Martin Davies
– Legal Practice Handbook Blackstone Press Limited (1 85431 3762)
‘Marketing Communications for Solicitors’
– Mark Oglesby
– Cavendish Publishing Limited (1-874241-19-8)
‘Professional Services Marketing’
– Neil A Morgan
– Butterworth Heineman (0-7506-0090-X)
‘Practice Development – Creating the Marketing Mindset’
– Riskin and McKenna
– Butterworths (0 409 80636-6)
‘Marketing Professional Services’
– Philip Kotler and Bloom
– Prentice Hall Inc (0-13-557620-2)
There is a detailed list of appropriate selling books in my book on Dynamic practice development – Selling skills and techniques for the professions.
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