E-Commerce marketing books: a list of books for e-commerce managers, updated irregularly.

The reading list for e-commerce managers, based on my personal and highly biased experience.

Simple criteria to be on the list, in no particular order:

  1. The book is valuable enough to take notes from it.
  2. Reading the entire book is worth more than reading its summary. No single-idea books.
  3. The value can be in the content or in the style.

I have organized the books based on three four macro categories:

  • Creativity. Everything about creative content, or from the most creative creatives.
  • Management. Leading oneself and leading others.
  • Marketing. Customer insights, market research, analytics, neuromarketing, growth behavioural economics
  • Tech.

Each category has sub-categories and overlaps.


Storytelling, semiotics, coypwriting

The Hero with a Thousand Faces, J. Campbell
Web Storytelling, J. Sassoon
Comedy Writing Secrets, M. Helitzer
Thanks, Obama, D. Litt
Kickass Copywriting Secrets, J. Carlton
Analyser les Discours Institutionnels, A. Krieg-Planque


Adland, M. Tungate
On advertising, D. Ogilvy
Confessions of an Advertising Man, D. Ogilvy
It’s not How Good You Are, it’s How Good You Want to Be, A. Paul
Lovemarks, K. Roberts
My Life in Advertising, C. Hopkins
Juicing The Orange, P. Fallon and F. Senn
C’est Quoi, L’Idée?, P. Michel
Don’t Tell My Mother I Work In Advertising–She Thinks I Play the Piano in a Brothel, J. Seguela
Communications in the Third World, N. Green and R. Lascaris
A Big Life (in Advertising), M. W. Lawrence

Italian only
Il Copywriter, Mestiere d’Arte, E. Pirella
La Pubblicitá, A. Testa

Design, brand identity, branding

The Design of Everyday Things, D. Norman
Brand Identity Essentials, Buldemann, Kim, Wozniak
Designing Brand Identity, A. Wheeler
Designing News, F. Franchi
Mobile First, L. Wroblewski


Agile management

The Lean Startup, E. Ries
Scrum: The Art of Doing Twice the Work in Half the Time. J. Sutherland
The Phoenix Project, G. Kim, G. Spafford, K. Behr
Essential Scrum, K. S. Rubin
Learning Agile, A. Stellman and J. Greene
Lean Software Development, M. Poppendieck, T. Poppendieck
Lean UX, J. Gothelf and J. Seiden
The Toyota Way: 14 Management Priciples from the World’s Greatest Manufacturer, J. Liker
Agile Innovation. L. Morris, M. Ma, P. Chi Wu

Management cases

Winning, J. Welsh
Delivering Happiness, T. Hsieh
Unlabel, M. Ecko
The Everything Store: Jeff Bezos and the Age of Amazon, B. Stone
Playing to Win: How Strategy Really Works, A. G. Lafley, R. Martin
How Google Works, E. Schmidt
Rework, J. Fried
The Hard Thing About Hard Things, B. Horowizt
The Lords of Strategy: The Secret Intellectual History of the New Corporate World, W. Kiechel

Managing oneself

Principles, R. Dalio
Deep Thinking, G. Kasparov
Deep Work, C. Newport
Peak, A. Ericsson
Flow: The Psychology of Optimal Experience, M. Csikszentmihalyi
Zen Mind, Beginner’s Mind, S. Suzuki
Why We Sleep, M. Walker
The Power of Now, E. Tolle

Management papers

Good to Great, J. Collins
In Search for Excellence, T. Peters
E-commerce Management, D. Chaffey
The Organization Man, W. Whyte
The 5 Levels of Leadership: Proven Steps to Maximize Your Potential. J. C. Maxwell
Success and Luck: Good Fortune and the Myth of Meritocracy, R. Frank
Choosing the Right Pond, R. Frank

Marketing, market research, marketing technology, sales

Marketing strategies

Predictable Revenue, A. Ross
From Impossible to Inevitable, A. Ross
Growth Hacking, S. Ellis
Hacking Marketing, s. Brinker
Ignition, A. Casagrande

The Al and Laura Ries saga
The 22 Immutable Laws of Branding
Positioning: The Battle for your Mind
Visual hammer


Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity, A. Kaushik

Behavioural psychology

Judugment in Managerial Decision Making, M. H. Bazerman and D. A. Moore
Thinking, Fast and Slow, D. Kahneman
Predictably Irrational, D. Ariely
Breaking Out of Homeostasis, L. Sunström
The Strange Order of Things, A. Damasio

Behavioural economics

The Hidden Persuaders, V. Packard
Why We Buy: The Science of Shopping, P. Underhill
Selling Mrs. Consumer, C. Frederick
Decoding the Irrational Consumer, D. Bridger
Emotionraising: How to astonish, disturb, seduce and convince the brain to support good causes, F. Ambrogetti
Hooked: How to Build Habit-Forming Products
The Shopper Marketing Revolution, T. Desforges
Influence, R. Cialdini
Pre-suasion, R. Cialdini
The Psychology of Consumer Profiling in a Digital Age, B. Gunter


Neuromarketing for Dummies, A. P. Pohlmann, P. Steidl, S. J. Genco
Neuromarketing: Exploring the Brain of the Consumer, L. Zurawicki
Neuromarketing Armoury, H. M. Sola

The Martin Lindstrom saga
Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound
Buyology: Truth and Lies About Why We Buy
Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy
Small Data

Fashion and Luxury brand management

Fashion Brands, M. Tungate
Managing Fashion and Luxury Companies, E. Corbellini, S. Saviolo
Lifestyle Brands: a Guide to Aspirational Marketing, A. Marazza, S. Saviolo


A Practical Guide to Information Architecture, D. Spencer

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