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There is always a lot of noise around marketing. And marketers listen to it religiously in their search for the new, new thing and the edge it can confer, especially in highly competitive sectors such as consumer packaged goods. But sometimes the noise can drown out core messages about the essence and essentials of a successful product, service, or brand, and obscure our view of its future direction. This year’s best business books on marketing — all from veteran practitioners — rise above the twittering crowd by delivering the kinds of insights that make for compelling listening.

My comments:

The twittering crowd is comparable to people who used to be called the chattering classes. Chattering implies, of course, that what they talk about is not always important or sensible – and they probably twitter too much at any rate.

Therefore, if you listen to what the twittering crowd has to say, you won’t be getting sound, insightful and wise advice.

Hence the need to rise above the twittering crowd – stay above it, do not get distracted and, hopefully, you’ll make better sense.

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Go to Zhang Xin's column

本文僅代表作者本人觀點，與本網立場無關。歡迎大家討論學術問題，尊重他人，禁止人身攻擊和發(fā)布一切違反國家現(xiàn)行法律法規(guī)的內容。

About the author:

Zhang Xin（張欣） has been with China Daily since 1988, when he graduated from Beijing Foreign Studies University. Write him at: [email protected], or raise a question for potential use in a future column.