B-to-B Insight: More Summer Reading
It was with great joy that my wife, Lynne, and I recently moved our eldest daughter, Michelle, to New York City to start her new career in advertising. As soon as she graduated from the University of Southern California with a double degree in Communications and Spanish in May, she hit the streets of Manhattan and landed her first “real” job in Hispanic marketing. She has always had a great deal of passion for the Spanish language and the cultures that accompany it.
Michelle is eager to learn her new craft in advertising and direct marketing. However, as I look at this young upstart—through the eyes of an employer, not a father—I realize she has so much to learn.
Keeping her future aspirations in mind, she recently asked how I learned all I know about direct marketing. I told her that while work experience is important, much of my expertise comes from the hundreds of marketing books I’ve read, some of them many times over. This, I told her, will shorten her learning curve. “OK Dad,” she said, “so what should I read? If you give me a reading list, I’ll do just that.”
Remembering that I prepared a summer reading list for Target Marketing readers last year, I told my daughter that I would forward it to her. My wife, a former journalist, quickly popped into the conversation: “Russell, why don’t you prepare an updated reading list containing all the books you’ve found valuable in the past 12 months, as well as the must-reads for anyone seeking to expand their marketing skills? This way you can help Michelle and your readers.”
So, as a man who loves to kill two birds with one stone, I am offering you and my daughter the second annual “How to Make a Million Dollars in Direct Marketing” summer reading list.