Essentials for a Modern Marketer

Igor Tolkachev

I help WPP, the largest marketing communications holding company in the world, develop and manage its global retail and shopper marketing business and expertise. These are some of the books which I consider to be essential reading for the modern day 'mad men'.

Igor Tolkachevadded a book to the bookshelfEssentials for a Modern Marketer9 years ago

Creativity is for everyone - and this is how to do it.

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Masaaki Hasegawa

Yes Progressive – Acceleration In Creativity

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Igor Tolkachevadded a book to the bookshelfEssentials for a Modern Marketer9 years ago

A great study on the way individuals approach creativity.

T.Troward

The Creative Process in the Individual

Free

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Igor Tolkachevadded a book to the bookshelfEssentials for a Modern Marketer9 years ago

Creativity can be harnessed and channelled - and discipline is the start.

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Alan Kensington

Creative Confidence: Learn To Harness the Power of Creativity

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Igor Tolkachevadded a book to the bookshelfEssentials for a Modern Marketer9 years ago

Unpicking how our cultural preferences influence our lives.

Judith Williamson

Consuming Passions

Books

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Igor Tolkachevadded a book to the bookshelfEssentials for a Modern Marketer9 years ago

Online advertising, data and privacy - the issues that come up again and again in the news and in the advertising and marketing industries. This book is a great summary.

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Matt Hrushka

The Ad War: A look into the multi-billion dollar advertising industry and how they waged war against their own consumers

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Igor Tolkachevadded a book to the bookshelfEssentials for a Modern Marketer9 years ago

Running a digitally focused business requires a deep understanding of lean startup methodology, and this volume touches on a number of other core areas.

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Sean Ellis

Lean Startup Marketing: Agile Product Development, Business Model Design, Web Analytics, and Other Keys to Rapid Growth

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Igor Tolkachevadded a book to the bookshelfEssentials for a Modern Marketer9 years ago

Content is King. Consistently excellent content is key to modern content marketing.

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Jacky Fitt

How to Get Inside Someone's Mind and Stay There: The business owner's guide to content marketing and confident copywriting

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Igor Tolkachevadded a book to the bookshelfEssentials for a Modern Marketer9 years ago

Having insight in consumer behaviour is the most important thing for a marketer.

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Margaret Linehan

Consumer Behaviour

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Igor Tolkachevadded a book to the bookshelfEssentials for a Modern Marketer9 years ago

Advertising is being disrupted by young hackers and enterprising coders. What can the industry do to harness the immense potential of this new talent pool?

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Creative Social

Hacker, Maker, Teacher, Thief: Advertising's Next Generation

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Igor Tolkachevadded a book to the bookshelfEssentials for a Modern Marketer9 years ago

Absolut vodka is a runaway marketing success story - what can you learn from it?

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Richard Lewis

ABSOLUT BOOK.: THE ABSOLUT VODKA ADVERTISING STORY

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