9 top marketing books contain the keys to brand loyalty, customer retention, and profitability.

Call us old-fashioned, but at Chapter Two we have a fondness for the printed word. And when a book excites us, we tell people about it. In coming blogs look for our book recommendations on a wide range of subjects: aging, marketing, neuroscience, branding, behavioral economics, and more. We hope you’ll share your comments and pass along recommendations of your own. Read and enjoy.

“The Loyalty Effect,” by Frederick F. Reichheld (1996)
If you’ve ever asked yourself, “What is the lifetime value of a customer?” Or “How important is customer retention?” this book will shock you. Everyone talks about measurement and ROI, but Reichheld actually lives it.

“The Ultimate Question,” by Fred Reichheld (2006)
The author had an epiphany one day while sitting on stage: that the whole of marketing could be summed up in one question. The answer to that question turns loyal customers into shameless promoters.

“Firms of Endearment,” by Raj Sisodia, Jag Sheth and David B. Wolfe (2007)
If every American company had read this eye-opener, there wouldn’t have been a Great Recession. This kinder, gentler approach to business generates better results, greater loyalty and long-term appreciative customers; it also suggests that the model of the business as predator may be over.

“Moneyball,” by Michael Lewis (2003)
This is a book about how we think, how we don’t think and why we lead lives of illusion. An eclectic group of baseball men applies logic and mathematics to a sport shrouded in arcana.

“The Wisdom of Crowds,” by James Surowiecki (2004)
I never thought crowds had much wisdom until I read this book. Now I understand why the smartest person in the room doesn’t have a chance against a smart, diverse group (conventional wisdom, not collective wisdom) of thinkers.

“Ogilvy on Advertising,” by David Ogilvy (1985)
There were several pioneers in advertising who wrote most of the rules. Whether it was Bill Bernbach, Ray Rubicam, Leo Burnett or David Ogilvy, these men, and their ideas, were truly special. And when they broke a rule, it was usually for a good reason. Here’s the rule book, written by the master.

“Lovemarks,” by Kevin Robertson (2004)
I don’t really think there are all that many “Lovemark” brands out there, but there’s enough ballast in there to keep this theory sailing throughout the book. And while most “Lovemarks” create “loyalty beyond reason,” many are simply “trustmarks” – brands that are highly trusted by customers. The book is beautifully designed and fun to read. And attaching love, or trust, to your brand is certainly the Holy Grail of marketing.

“The Experience Economy,” by B. Joseph Pine and James H. Gilmore (1998)
The lasting importance of this book can be found in our understanding of why we will pay $5 for a cup of coffee, but quibble over a few cents on our groceries. As the Clinton campaign might have said, “It’s the experience, stupid.”

“The Trouble With Advertising,” by John O’Toole
This delightful book, written by former Foote, Cone & Belding president John O’Toole, is a response to what he always heard when people found out that he was in the advertising business. John is one of the most articulate and eloquent men the industry has ever had.