Four books for marketers in the mood for disruptive behaviour

From tips on building "marketing muscle" to dealing with disruption from start-ups, four thought-provoking books covering all these topics and more have been reviewed by a panel of industry experts.

Four books for marketers in the mood for disruptive behaviour

Lessons for marketers on 'buying a gorilla'

"A great early Christmas gift for your colleagues in the procurement department."

Reviewed by Pete Markey, TSB marketing director

I always like books with a catchy title and this one, How to buy a gorilla by David Meikle, certainly caught my eye. While not in the market for a gorilla myself (well, not yet anyway), the title was enough of a hook to get me interested.

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Predicting the Turn by Dave Knox

"I would encourage anyone building a start-up or working within a much larger organisation to take the few hours to read this book of valuable insights..."

Reviewed by Damian Collier, founder and chief executive, Blend Media

...Predicting the Turn is an easy read, which I consumed in one sitting on a flight from Beijing to London. Author Dave Knox currently holds a range of impressive posts), and has vast experience working both with major brands and agencies, as well as start-ups.

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The Cyber Effect by Mary Aiken

"Forensic cyber psychology". Not a phrase I had heard of before reading this book. Now I can't get away from it and being a typical adman am wondering how I can harness it for clients. Cynical, I know...

Reviewed by James Maxwell, executive creative director, Teamspirit

..Mary Aiken’s book is one of those that you read and then insist on forcing upon others. It fascinated and scared me at the same time. 

She’s a "forensic ­cyber psychologist" - an expert on human behaviour in cyberspace. She’s an adviser to Interpol, the FBI. and the White House on the psychology of online criminals. The book covers a lot of ground, but essentially looks at different elements of the cyber and technological realm and how they can and are affecting our behaviour. 

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Lessons on growing your business and avoiding irrelevance

"Exponential Organizations by Salim Ismail: "A good read if you are thinking about scaling in the new digital and data world."

Reviewed by Marina Cheal, chief marketing officer, Reevo

I’m chief marketing officer at Reevo, a global SaaS business that connects brands to their advocates and gets them talking. We’re a growth stage company, and we’re constantly re-evaluating how we structure to succeed.

As a result, I’m always fascinated by a good corporate strategy book and recently read Exponential Organizations by Salim Ismail with help from Michael Malone and Yuri van Geest.

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