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| You are here: Home » The Marketing Diary » The Different Marketing Approach » Fundamental Reading - Take it From the Classics August 21, 2003 Fundamental Reading - Take it From the Classics It always seems strange to me that whatever we do well in marketing today, it's not much different than what Claude Hopkins taught us in his classic, Scientific Advertising. I just re-read the book today. Again. It must be the 10th time, at least. It still works for me. One thing I do wonder is why don't most of the agency folks take a look at it sometime as well ... and perhaps even try learning from it. Oh well, I guess that's a wish too many ... or I wouldn't have to suffer through all the ineffective marketing ads on TV, in print and in my mailbox. For the rest of us - here's the link (PDF version, direct link) to the great book, Scientific Advertising. By the way - it's free:)
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