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A New Brand World
Scott Bedbury, 2002. Viking Press |
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Brand Asset Management
Scott M. Davis, 2000. Jossey-Bass |
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Building Strong Brands
David Aaker, 1996. The Free Press |
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Managing Brand Equity
David Aaker, 1991. Simon & Schuster |
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Emotional Branding
Marc Gobe et al, 2001. Allworth Press |
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The Tipping Point
Malcom Gladwell, 2002. Back Bay Books |
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The End of Marketing As We Know It
Sergio Zyman, 2000. HarperBusiness |
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Mythologies
Roland Barthes, 1972. Noonday Press |
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Elements of Semiology
Roland Barthes, 1964. Hill and Wang |
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The Art of War
Sun Tzu, 400 BC. 1984. Oxford University Press |
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Radical Marketing: From Harvard to Harley, Lessons From Ten That Broke the Rules and Made It Big
Sam Hill, Glenn Rifkin, 1999. HarperBusiness |
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The Customer Comes Second and Other Secrets of Exceptional Service
Hal F. Rosenbluth, Diane McFerrin Peters, 1992. Quill |
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Disruption: Overturning Conventions and Shaking Up the Marketplace
Jean-Marie Dru, 1996. John Wiley & Sons |
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Leading the Revolution
Gary Hamel, 2002. Harvard Business School Press |
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The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market
Michael Treacy, Fred Wiersema, 1997. Perseus Publishing |
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The One to One Fieldbook
Martha Rogers, Don Peppers, 1999. Bantam Books |
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Total Access
Regis McKenna, 2002. Harvard Business School Press |
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