Howard Handler's Favorite Business Books

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Howard Handler

CMO, Virgin Mobile

"Competitive Strategy" and "Competitive Advantage," by Michael Porter. "The three strategies he defines-segmentation strategy, differentiation strategy and cost leadership-are the ingredients that feed every decision a marketing executive has to make."

"The Creative Priority: Putting Innovation to Work in Your Business," by Jerry Hirshberg. "Provides practical advice on encouraging and recognizing the creative potential of every person in an organization, [and putting] the consumer at the center of everything you do."

"Losing My Virginity: How I've Survived, Had Fun, and Made a Fortune Doing Business, My Way," by Richard Branson. "The bible on how to challenge the status quo in your category and an ultimate guide to making your work more inspiring."
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