100 Books Like Cultural Intelligence for Marketers

This book expanded my thinking and provided a fresh perspective, reminding me of why I became interested in this important topic years ago and continue to be fascinated by the complexity and nuances of cross-cultural communication.

Now, more than ever, we are all interconnected through advances in technology that bring us closer together. We are working increasingly with a global workforce that inherently comes with very different backgrounds, languages, histories, foods, music, religions, social norms, customs, traditions, and values.

We need to grow our understanding of people from cultures different from our own and Erin's book is a complimentary contribution to this body of knowledge; it is not duplicative but singularly unique and a refreshing read.

Geopolitics shape economies. Success in global business depends on understanding the economies in which you operate. That’s why I’m a major fan of this book by Tim Marshall. He’s a former diplomatic editor and foreign correspondent who uses his experiences and research in a really compelling way.

When I was leading international expansion and strategy for HubSpot, a large public software company, one of the factors I had to look at to choose our next office locations was the political and economic stability of the different countries we were evaluating.

For anyone working at a global company, it’s important to understand the relationships between nations that often underpin local economies and dictate their future. 

Consumer behavior is deeply rooted in culture. Where we live and grow up in the world shapes how we think and what we buy.

As a marketing executive, I loved learning from Rapaille’s examples, which are rooted in experience with some of the most successful product launches and advertising campaigns in history. He has used these principles to achieve international business success for some of the world’s most iconic brands. His theory helped Chrysler with the PT Cruiser launch. He also influenced the famous Procter & Gamble campaign for Folger’s Coffee, one of the most successful ad campaigns in history.

This is my top pick for international business professionals who want to learn how to build a successful global brand.

Global business and remote work often go hand in hand. Having worked in a large multinational business, I’ve seen how the issues Tsedal covers actually play out in practice. She talks extensively about two important goals for any remote global team: productivity and trust, and how to achieve both in cross-national remote work settings.

I’ve always found that creating a stable and repeatable operating cadence is critical for driving success with remote global teams. Remote workers crave predictability, and Tsedal talks about how important this is, based on her research and work as a professor at Harvard Business School.

I appreciate that she highlights the fact that preferences around synchronous and asynchronous communication can change depending on employees’ cultures and language competence levels. 

In recent decades, as advertising has moved from one-way communication about product benefits to conversations with consumers about brands, someone needed to sum things up. Iezzi and the creatives she interviews do exactly that. As she presents it, “First of all, forget about making an ad… You’re making something to compete with every other piece of content, every other media experience that a person has during her waking hours.” The Idea Writers is an excellent primer on this new landscape. How do we create a brand’s story, one that consumers identify with and help propagate, if not create? How do we manage it, move it forward, spread it across various media, and make it viral? How can it become its own never-ending story?

Most online teachers I’ve worked with detest the idea of marketing, and yet this is something we cannot avoid especially when running our own business. Bernadette Jiwa defines marketing as a story you tell that has the capacity to change the world. In the book she shares multiple purposeful stories of people who shared their message in the most authentic way and how their courage moved others to action and brought about change. This is a guide into marketing that will make you excited about the change you seek to make and how your small online teaching business can transform the world. 

One of the most crucial elements of my marketing journey was to understand the use of “hooks” that clever brands build into their products and messages. I found this book explains the most effective strategies to bring innovation to your business while scaling it to become an influential brand both online and offline. Because social media reshaped our world in a way that people have short attention spans, from the book I learned how to grab potential audiences’ attention by communicating effectively. The book is an excellent guide on succeeding with brand communication in our short attention span world, so highly recommended to everyone.

Seth Godin has become a leading voice and best-selling author, especially in the world of marketing. While others of his books are more widely known, this book is very underappreciated. It is wonderfully written and helps you truly understand the role of marketing in today’s world to truly connect with how consumers see the world, and your brand within it. 

Take a second and think, “what is marketing?” Simply put, marketing involves having an idea and persuading others to believe or buy into that idea. We use marketing in our daily lives and probably don’t even think about it. Getting someone to agree to meet you at the restaurant of your choice or helping your family decide that the movie you suggested is the one you should all watch tonight involves some key marketing tenants. This book can help you examine your ideas and discover why they work or fall by the wayside. The 22 Immutable Laws of Marketing helped me better understand that although all my ideas and concepts might not be successful, there is a process of understanding why that is and how I can alter them to be more valuable. 

I love this book because it is so accessible and real. It is a substantial book that is more like a good marketing course. I would say it is one of my best go-to reference books. There is so much money, time, and effort wasted on marketing that doesn’t work, and I am a big believer in putting the time and effort into creating the best strategic plan. This book has given me a resource to refer to, to check my knowledge. 

I love a marketing book that shows that the author understands the small business owner and this author does. I found the case studies brought the marketing methods and ideas alive for me. The way this book is written it feels like the author really cares about helping small business owners with their marketing. I love that.