Creative Business Books

Big Shoes Network partners with Amazon.com to bring you the top five or six latest and best-selling books in the creative industry. Keep in step with the latest content here!


Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing
Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing
by Will Leach

Your nonconscious mind will filter out more than 99 percent of marketing you “see” today. Traditional marketing simply doesn’t work in today’s complex world. To reach today’s customers and influence their purchases, marketers and market researchers need to understand and harness the power of applied behavior psychology and behavior economics to break through these nonconscious filters and drive purchase behaviors—a process called Mindstate Marketing. In Marketing to Mindstates, Will Leach, founder of The Mindstate Group, a leading behavior research and marketing consultancy, demystifies this nonconscious filter and explains how to bypass it, introducing readers to temporary moments of influence called mindstates. Using his Mindstate Behavioral Model, he shows you specifically how to create behaviorally optimized messaging designed to activate these mindstates and trigger real emotional engagement. With this book, researchers and marketers will finally have a practical guide to designing marketing creative that compels people to listen, care, and act.

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The Art of Advertising
The Art of Advertising
by Julie Anne Lambert

Advertisers in the nineteenth and early twentieth century pushed the boundaries of printing, manipulated language, inspired a new form of art and exploited many formats, including calendars, bookmarks and games. This collection of essays examines the extent to which these standalone advertisements – which have survived by chance and are now divorced from their original purpose – provide information not just on the sometimes bizarre products being sold, but also on class, gender, Britishness, war, fashion and shopping. Starting with the genesis of an advertisement through the creation of text, image, print and format, the authors go on to examine the changing profile of the consumer, notably the rise of the middle classes, and the way in which manufacturers and retailers identified and targeted their markets. Finally, they look at advertisements as documents that both reveal and conceal details about society, politics and local history. Copiously illustrated from the world-renowned John Johnson Collection of Printed Ephemera and featuring work by influential illustrators John Hassall and Dudley Hardy, this attractive book invites us to consider both the intended and unintended messages of the advertisements of the past.

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The PR Paradox - A Study on the Nature of Public Relations & Integrated Marketing Best Practices
The PR Paradox - A Study on the Nature of Public Relations & Integrated Marketing Best Practices
by Matias Rodsevich

The PR Paradox is an educational and engaging study on the nature of Public Relations today, culling Rodsevich’s expertise and insights gained from his years working in agencies, in-house and finally creating his own agency. Written for those who are interested in or just starting out in PR, the lessons and examples collected are both entertaining and educative, and will give the initiate a leg up in the frenetically paced world of PR.

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Did Anyone Bring Donuts?: What You Really Need to Know to Succeed in Corporate Communications
Did Anyone Bring Donuts?: What You Really Need to Know to Succeed in Corporate Communications
by Jack Maurer

The world of corporate communications and public relations that you learn about in the classroom is NOT what the reality is in the conference room. Here’s what you need to know to build and navigate a successful communications career. This book provides six core pieces of advice, and discusses seven key elements of the corporate communications function to provide more of that “how-to” information that perhaps the textbooks don’t. It includes easy-to-read perspectives, stories, examples, and resources for additional information.

A quick read and straight to the point, “Did Anyone Bring Donuts?” walks you through media relations, crisis communications, marketing communications, employee communications, corporate philanthropy and more. Based on a nearly 40-year career in corporate communications, Jack Maurer tells it like it is.

If you’re a student of corporate communications, read the textbooks… but read this too! And if you’re already working in the field, here’s some valuable advice to help you go even further.

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