Books that influenced me

Roisin Donnelly


Philip Kotler
Pearson Education (2002)

This is a classic textbook for students new to marketing and experienced professionals, with one of our industry's great gurus introducing us to the 4Ps. It is an excellent reference guide to classic marketing theory, of which Kotler is a true master. It really does teach you how to be competitive. As well as the global classic, it is available in a European version. This year, Kotler will publish his latest book, Marketing 3.0: From Products to Customers to the Human Spirit, which brings his classic theory to today's innovative and digital age and explains how marketing can regain trust inside and outside your organisation.


Kevin Roberts
PowerHouse Books (2006)

This is one of my favourite books. The central premise is that there is a spectrum from Products to Trademarks to brands to lovemarks. The real winners are the few incredible brands that consumers simply cannot live without. It is well written, beautifully presented and easy to read. Roberts presents some simple lessons that all brands and marketers can learn from.