MWCC School of Business

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Suggested Reading

General Business

• Cokins, Gary, Alan Stratton & Jack Helbling, An ABC Manager's Primer, Institute of Management Accountants, 1993
• Donaldson, Gordon, Corporate Restructuring: Managing the Change Process from Within, Harvard Business School Press
• Buzzell, Robert D., and Bradley T. Gale, The PIMS Principles, Free Press, 1987
  Carlzon, Jan, Moments of Truth, Ballinger Publishing, 1987
• Gale, Bradley T., Managing Customer Value, Free Press, 1994
• Hamel, Gary, and C. K. Prahalad, Competing for the Future, Harvard Business School Press, 1994
• Harvard Business Review Press, Keeping Customers, Cambridge, MA, 1993
• Harvard Business Review Press, "Leveraging to Beat the Odds: The New Marketing Mindset"
• Helfert, Erich A., Techniques for Financial Analysis
  Hooley, Graham J., and John Saunders, Competitive Positioning, Prentice Hall, 1993
• Jones, John Philip, How Much is Enough?, Lexington Press, 1992
• Moore, Geoffrey, Crossing the Chasm, Harper Business, 1991
• Moore, Geoffrey, Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge, Harper Business, 1995
• Peppers, Don and Martha Rogers, One to One Enterprise
• Pine, Joseph B. II, Don Peppers and Martha Rogers, "Do You Want to Keep Your Customers Forever?"
• Harvard Business Review, March-April 1995, pp. 103-114
• Porter, Michael, Competitive Advantage, Free Press, 1985
  Reichheld, Frederick, The Loyalty Effect, Bain & Company, 1996
• Reichheld, Frederick, "Loyalty-Based Management," Harvard Business Review, Mar-Apr 1993
• Steward, K., Marketing Led, Sales Driven, Butterworth-Heinemann LTD, 1993
• Sviokla, J. J., and B. P. Shapiro, eds., Keeping Customers, Harvard Business Review, 1994
• Trout & Ries, Marketing Warfare, McGraw-Hill, 1986

Marketing Management Discipline

• Aaker, David A., Strategic Market Management, Wiley, 1995
• Aaker, David A., Developing Business Strategies, Wiley, 1988
• Alkhafaji, A.F., Competitive Global Management: Principles and Strategies, St. Lucie Press, 1995
• Arnold, David, Handbook of Brand Management, Addison Wesley, 1992
• Barnevik, Percy, and Rosabeth Moss Kanter, eds., Global Strategies: Insights from the World's Leading Thinkers, Harvard Business School Press
• Collier, Richard A., Profitable Product Management, Butterworth-Heinemann LTD, 1993
• Davidow, William H., Marketing High Technology, Free Press, 1986
• Day, George, Market-Driven Strategy - Process for Creating Value, Free Press, 1990
• Jobber, David, Principles and Practice of Marketing, McGraw Hill, 1995
• Kapferer, Jean-Noel, Strategic Brand Management, The Free Press, 1992
• Kotler, Philip, Market Management, 9th Edition, Prentice Hall, 1997
• Light, Larry w/ Richard Morgan, Brand Loyalty Marketing, Coalition for Brand Equity, 1994
• McKenna, Regis, "Real-Time Marketing," Harvard Business Review, July-August 1995, pp. 87-95
• Peter, J. Paul, and James H. Donnelly, Jr., A Preface to Marketing Management, 6th edition, Irwin Publishing, 1994

Market Intelligence Discipline

• Aacker, David & Erich Joachimsthaler. Brand Leadership: Building Assets in an Information Economy. Simon & Schuster Trade, 2000.
• Berrigan, John & Carl Finkbeiner. Segmentation Marketing - New Methods for Capturing Business Markets. National Analysts, Inc. 1992.
• Christensen, Clayton, The Innovator's Dilemma. HarperInformation, 2000.
• Cohen, Jacob. Statistical Power Analysis for the Behavioral Sciences, Revised edition. Academic Press, 1997.
• Davis, Scott M. Brand Asset Management: Driving Profitable Growth Through Your Brands. Jossey-Bass, 2000.
• Davis, Scott M. Building the Brand-driven Business: Operationalize Your Brand to Drive Profitable Growth. Jossey-Bass, 2002.
• Drozdenko, Ronald G. & Perry D. Drake. Optimal Database Marketing, Strategy Development, and Data Mining. Sage Publications, 2002.
• Harlow, Lisa L., Stanley A. Mulaik & James H. Steiger. What If There Were No Significance Tests? Lawrence Erlbaum Associates, 1997.
• Hays, William L. Statistics, 5th edition. Holt, Rinehart and Winston, Inc, 1994.
• Hill, Sam, & Chris Lederer. The Infinite Asset: Managing Brands to Build New Value. Harvard Business School Press, 2001.
• Hughes, Arthur M. Strategic Database Marketing. McGraw-Hill Publishing Company, Inc. , 1994.
• Hughes, Arthur M. The Complete Database Marketer. Probus Publishing Company, 1991.
• Lanham, Richard. Revising Business Prose, 4th edition. Longman, 2000.
• Marder, E., The Laws of Choice. Free Press, 1997.
• Nash, Edward. Database Marketing: The Ultimate Marketing Tool. McGraw-Hill, Inc., 1993.
• Slywotzky, Adrian, David J. Morrison, & Karl Weber. How Digital Is Your Business. Random House, 2000.
• Slywotzky, Adrian, David J. Morrison & Bob Andelman. The Profit Zone. Random House, 1997.
• Strunk, William Jr. and E.B. White, The Elements of Style, 4th edition. Allyn and Bacon, 2000.
• Tufte, Edward R. Envisioning Information. Graphics Press, 1990.
• Tufte, Edward R. Visual Explanations. Graphics Press, 1997.
• Tufte, Edward R. The Visual Display of Quantitative Information, 2nd edition. Graphics Press, 2001.

Distribution Channels Marketing

• Stern, Louis, Adel El-Ansary, and Anne Coughlan, Marketing Channels, 5th Ed, Prentice Hall, 1996

Technical Support Marketing Discipline

• Carlzon, Jan, Moments of Truth, Ballinger Publishing, 1987
• Martin, John E., Command Performance: The Art of Delivering Quality Service, Harvard Business School Press
• Sviokla, J. J., and B. P. Shapiro, eds., Keeping Customers, Harvard Business Review, 1994
• Ziethami, V., A. Parasuraman, and L. Berry, Delivering Quality Service

Integrated Marketing Communications Discipline

• Aaker, David A., Building Strong Brands, Free Press, 1996
• Aaker, David A., & Alexander L. Biel, Brand Equity & Advertising, Lawrence Erlbaum Assoc, 1993
• Aaker, David A., Managing Brand Equity, Free Press, 1991
• Advertising Research Foundation, Exploring Brand Equity, ARF Collection, 1995
• Baier, Martin, How to Find and Cultivate Customers through Direct Marketing
• Bly, Robert, Business-to-Business Direct Marketing
• Chajet, Clive, and Tom Shachtman, Image by Design
• Franzen, Giep, Advertising Effectiveness, NTC Publications, 1994
• Jones, John Philip, What's in a Name?, Lexington Press, 1986
• Marconi, Joe, Beyond Branding, Probus Publishing, 1993
• Marn, Michael, and Robert Rosiello, Managing Price, Gaining Profit
• Middleton, Alan C., & John Dalla Costa, Advertising Works, Institute of Canadian Advertising, 1993
• Olins, Wally, Corporate Identity, Harvard Business School Press
• Roman, Ernan, Integrated Direct Marketing
• Schultz, Don, Stanley Tannebaum and Robert Lauterborn, Integrated Marketing Communications, NTC Business Books
• Shepard, David, Associates, The New Direct Marketing, 2nd Ed, Irwin Publishing, 1995
• Stone, Bob, Successful Direct Marketing