Books that influenced me

Martin Boddy, chief executive at Jaywing plc, shares the six books that have influenced him the most.

Books that influenced me

Martin Boddy

As CEO of Jaywing, Martin likes to be hands-on, working on client projects where he feels his experience can add value. He is an expert in strategic marketing planning and a successful entrepreneur with client-side and consultancy experience. With Andy Gardner, the plc's CSO, he founded a specialist marketing and risk analysis consultancy and a contact centre, which both now form part of Jaywing.

1. Commonsense direct marketing by Drayton Bird, published by Kogan Page, 3rd edition, 1993

This was the first marketing book I ever bought. At the time, and for the...

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