Marketing Effectiveness Reading List for Effectiveness Week 2016

Recent research (here if you are interested) has shown that people retain information they read in an actual book better than when they read it on a screen. So here are a few book suggestions, a marketing effectiveness reading list for those of you who'd like to get your head around the subject matter, but would like a break from the white papers and infographics. Something to curl up with and really get your head into. Patrick Barwise is speaking at Effectiveness Week in a session called "Beyond the Marketing Budget". So it's no surprise that one of the key powers he and Thomas Barta identify in great marketing leaders is the ability to get out of the marketing silo and work with others in the company who are influencing customer experience.