Product Marketing is the process of increasing product awareness that helps to sell the product to a customer. It is also about pitching a product to all relevant audiences. It is important to analyze to whom we are selling, channels of communication, positioning of the product, price, and product types. Product marketing can provide multiple communication channels, including email, telephone, social media, etc. How to get started in terms of understanding product marketing? Below are the 9 books that can help anyone learn Product Marketing. 

A) The Tipping Point: How Little Things Can Make a Big Difference

The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate. This widely acclaimed bestseller, in which Malcolm Gladwell explores and brilliantly illuminates the tipping point phenomenon, is already changing the way people throughout the world think about selling products and disseminating ideas.

Gladwell introduces us to the particular personality types who are natural pollinators of new ideas and trends, the people who create the phenomenon of word of mouth. He analyzes fashion trends, smoking, children's television, direct mail, and the early days of the American Revolution for clues about making ideas infectious. He visits a religious commune, a successful high-tech company, and one of the world's most excellent salesmen to show how to start and sustain social epidemics. 

Get your copy here. 

B) Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers

In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle— it begins with innovators and moves to early adopters, early majority, late majority, and laggards, a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers productivity improvements. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment. 

This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new marketing strategies in the digital world, and Moore's most current insights and findings. He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.

Get your copy here. 

C) The Catalyst: How to Change Anyone's Mind

Everyone has something they want to change. Marketers want to change their customers' minds, and leaders want to transform organizations. Start-ups want to change industries, and nonprofits want to change the world. But change is hard. Often, we persuade and pressure and push, but nothing moves. Could there be a better way?

This book takes a different approach. Successful change agents know it's not about pushing harder or providing more information. It's about being a catalyst. Catalysts remove roadblocks and reduce the barriers to change. Instead of asking, "How could I change someone's mind?" they ask a different question: "Why haven't they changed already? What's stopping them?"

The Catalyst identifies the key barriers to change and how to mitigate them. You'll learn how catalysts change minds in the toughest of situations: how hostage negotiators get people to come out with their hands up and how marketers get new products to catch on, how leaders transform organizational culture and how activists ignite social movements, how substance abuse counselors get addicts to realize they have a problem, and how political canvassers change deeply rooted political beliefs.

This book is designed for anyone who wants to catalyze change. It provides a powerful way of thinking and a range of techniques that can lead to extraordinary results. Whether you're trying to change one person, transform an organization, or shift the way an entire industry does business, this book will teach you how to become a catalyst.

Get your copy here. 

D) Gap Selling: Getting the Customer to Say Yes

People don't buy from people they like. No! Your buyer doesn't care about you or your product or service. It's not your job to overcome objections. It's your buyer's. Closing isn't a skill of good salespeople; it's the skill of weak salespeople. Price isn't the main reason salespeople lose sales. Gap Selling shreds traditional and closely-held sales beliefs that have been hurting salespeople for decades.

For years, salespeople have embraced a myriad of sales tactics and belief systems that have unknowingly created many of the issues they have been trying to avoid. They are long sales cycles, price objections, no decision, prospects going dark, last-minute feature requests, and more. Success at sales requires more than a set of tactics. Salespeople need to understand the game of sales, how sales works, and what the buyer is going through to decide whether to buy (change) or not to buy (not change).

Gap Selling is a game-changing book designed to raise the sales IQ of selling organizations around the world. In his unapologetic and irreverent style, Keenan breaks down the tired old sales myths causing today's frustrating sales issues to highlight a deceptively powerful new way to connect with buyers. Today's sales world is littered with glorified order takers, beholden to a frustrated buyer, unable to influence sales and create value. Gap Selling flips the script and makes salespeople immense influence at every stage of the buying process, capable of impacting the sales metrics that matter: 

• Shorter Sales Cycles
• Increased Revenue
• Elevated Deal Values
• Higher Win Rates
• Fewer No Decisions
• More Leads
• And Happier Buyers

Get your copy here.

E) Contagious: How to Build Word of Mouth in the Digital Age

Why do certain products and ideas go viral? Dynamic young Wharton professor Jonah Berger draws on his research to explain the six steps that make products or ideas contagious. Why do some products get more word of mouth than others? Why does some online content go viral? Word of mouth makes products, thoughts, and behaviors catch on. It's more influential than advertising and far more effective.

Can you create word of mouth for your product or idea? According to Berger, you can. Whether you operate a neighborhood restaurant, a corporation with hundreds of employees, or are running for a local office for the first time, the steps that can help your product or idea become viral are the same.

Contagious is filled with fascinating information drawn from Berger's research. You will be surprised to learn, for example, just how little word of mouth is generated online versus elsewhere. Already praised by Dan Ariely and Dan Gilbert, and sold in nine countries, this book is a must-read for people who want their projects and ideas to succeed.

Get your copy here. 

F) This is Marketing: You Can't Be Seen Until You Learn To See

Over the past 25 years, Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas and phrases that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip.

For the first time, Godin offers the core of his marketing wisdom in one accessible, timeless package. At the heart of his approach is a big idea: Great marketers don't use consumers to solve their company's problems; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Potent marketing is grounded in empathy, generosity, and emotional labor.

This book teaches you 

• how to identify your smallest viable audience
• draw on the right signals and signs to position your offering
• build trust and permission with your target market
• speak to the narratives your audience tells themselves about status, affiliation, and dominance
• spot opportunities to create and release tension
• give people the tools to achieve their goals.

It's time for marketers to stop lying, spamming, and feeling guilty about their work. It's time to stop confusing social media metrics with genuine connections. It's time to stop wasting money on stolen attention that won't pay off in the long run. This is Marketing offers a better approach that will still apply for decades to come, no matter how marketing tactics continue to evolve.

Get your copy here. 

G) Made to Stick: Why some ideas take hold and others come unstuck

Why do disproved urban legends persist? How do you keep letting newspapers and clickbait sites lure you in with their headlines? And why do you remember complicated stories but not detailed facts?

Over ten years of study, Chip and Dan Heath have discovered how we latch on to information hooks. Packed full of case histories and incredible anecdotes, it shows:

• how an Australian scientist convinced the world, he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria
• how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium
• how pitches like 'Jaws on a spaceship (Alien) and 'Die Hard on a bus (Speed) convince movie execs to invest gigantic sums even when they know nothing else about the project

As entertaining as it is informative, this is a timely exploration of fascinating human behavior. Simultaneously, by demonstrating strategies like the 'Velcro Theory of Memory' and 'curiosity gaps,' it offers superbly practical insights. Made to Stick uses cutting-edge insight to help you ensure that what you say is understood, remembered, and, most importantly, acted upon.

Get your copy here. 

H) The Power of Habit: Why We Do What We Do, and How to Change

In The Power of Habit, award-winning New York Times business reporter Charles Duhigg takes us to the thrilling edge of scientific discoveries that explain why habits exist and how they can be changed. With penetrating intelligence and an ability to distill vast amounts of information into engrossing narratives, Duhigg brings to life a full new understanding of human nature and its potential for transformation. 

Along the way, we learn why some people and companies struggle to change, despite years of trying, while others seem to remake themselves overnight. We visit laboratories where neuroscientists explore how habits work and where, exactly, they reside in our brains. We discover how the right habits were crucial to the success of 

• Olympic swimmer Michael Phelps
• Starbucks CEO Howard Schultz, and 
• Martin Luther King, Jr. 

We go inside Procter & Gamble, Target superstores, Rick Warren's Saddleback Church, NFL locker rooms, and the nation's largest hospitals to see how implementing keystone habits can earn billions and mean the difference between failure and success, life and death. At its core, The Power of Habit contains an exhilarating argument: The key to exercising regularly, losing weight, raising exceptional children, becoming more productive, building revolutionary companies and social movements, and achieving success understand how habits work. 

Habits aren't destiny. As Charles Duhigg shows, we can transform our businesses, communities, and lives by harnessing this new science.

Get your copy here. 

I) Never Split the Difference: Negotiating as if Your Life Depended on It

A former international hostage negotiator for the FBI offers a new, field-tested approach to high-stakes negotiations—whether in the boardroom or at home.

After a stint policing the rough streets of Kansas City, Missouri, Chris Voss joined the FBI. His career as a hostage negotiator brought him face-to-face with many criminals, including bank robbers and terrorists. Reaching the pinnacle of his profession, he became the FBI's lead international kidnapping negotiator. Never Split the Difference takes you inside the world of high-stakes negotiations and into Voss's head, revealing the skills that helped him and his colleagues succeed where it mattered most: saving lives. In this practical guide, he shares the nine effective principles—counterintuitive tactics and strategies—you too can use to become more persuasive in both your professional and personal life.

Life is a series of negotiations you should be prepared for buying a car, negotiating a salary, buying a home, renegotiating rent, and deliberating with your partner. Taking emotional intelligence and intuition to the next level, Never Split the Difference gives you the competitive edge in any discussion.

Get your copy here. 

Happy Reading!

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