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International Marketing combines foundational marketing theory and practice and illustrates the latest advances in international trade agreements and legislation with specific reference to the southern African region.
I would love to hear what books you think I should add to the list, please add your suggestions in the comments. This is the book that made me realize marketing was my calling after reading it in middle school. Philip Kotler is one of the most influenctial marketing academics, a professor at the Kellogg School of Management. This is a classic. The fundamental concepts of these book are critical for anyone in a technology industry as it explains how products are adopted, and what are the behaviors of customers in different stages of the adoption curve. Why do some products suddenly reach a tipping point where they go from obscurity to market phenomenon? Once you get hooked on behavioral economics after reading Ariely, Pink provides another set of practical insights into how consumers behave.
The author of the Strengths Finder philosophy, provides a useful view into what motivates employees and what managers need to know to be good leaders. A view into the near future, the internet of things, and how our world will change with the latest technologies. This post is a summary of this book, which is the bible for a social media or community manager. In the same way that guerilla warfare changed how people thought about war and conflict, Jay Conrad Levinson's concept of guerrilla marketing reshaped how small companies think about promoting themselves. Ries and Trout are the pioneers of positioning, a fundamental concept for strategy, branding and for almost every marketing activity. This is a timeless classic. Understanding why and how early adopters, futurists, mainstream and laggard buyers buy is foundational.

There are plenty of stories of products launched, markets entered and strategies that produced results.
This book is a perfect guide for small business owners, freelancers and consultants to understand the power of focus and specialization as the path to success.
In this book you will find fascinating examples of our irrational behavior, and critically important lessons that should guide every marketer.
This is Malcom’s best book, where he explains the role of different types of consumers in how ideas are spread. This is the foundational book you must read to gain insight into  what, why, and how to influence buying decisions. Most of them are forgettable, but here are 25 that changed the way we think about management — from the iconic "How to Win Friends and Influence People" to groundbreaking tomes like "Guerilla Marketing" and quick reads like the "The One Minute Manager". Like TIME on Facebook for more trusted news analysis, award-winning multimedia & behind-the-scenes looks with TIME editors. Before Levinson coined the term in the 1980s, companies often relied upon huge, expensive marketing endeavors. The book is directed at senior undergraduate students of marketing (second- and third-year level) at universities and is also appropriate for postgraduate students. These are the books I would recommend to someone who wants to become an awesome marketer, strategist or leader – students, product marketers and CEOs. I stopped listening to music on my commute, instead I have had the opportunity to learn a lot from dozens of authors. Highly recommended for novices and for anyone who wants to review the fundamental concepts of marketing.
Not culture, not leadership, not 5-point management principles. Just as important, the author talks about the 9 delusions of high performance in business, 9 business traps to be aware of.

Lafley bases on the definition of strategy of Where to Play and How to Win to provide a very practical view on strategy. The five forces model is an important framework to understand industries for strategy planning but it is hard to grasp. Joan Magreatta does a wonderful job of summarizing and making Porter accessible.
The most basic principle of strategy could be summarized around this: focus on a market segment or customer need to differentiate and win. It is a practical book that shows how strategy and execution shaped today’s technology landscape. You can read a summary on this post that explores the differences between managers and leaders and what it takes to be great at each. Smaller companies struggled to compete on those terms, so Levinson argued for using brains over brawn.
International Marketing is the only South African-based textbook written by a team of South African academics and practitioners. Trout has written other books that are fantastic: Differentiate or Die, The 22 Immutable Laws of Marketing and The Power of Simplicity are my favorites. If you have not read it, stop what you are doing and buy it now to learn how  the human scale principle, the Velcro Theory of Memory, and creating curiosity gaps can help your ideas and your message .

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