10 Marketers' play books

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1. Dave Burwick

New president, Pepsi-Quaker Tropicana Gatorade Canada

"Coming to Concurrence: Addressable Attitudes and the New Model for Marketing Productivity" by J. Walker Smith. It's the only book I've ever read that clearly articulates both a reason for change ... and what marketers must do to win in this new environment.

2. Howard Handler

Chief marketing officer, Virgin Mobile

"The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits" by C.K. Prahalad. The basic takeaway is that opportunities are where you least expect to find them. It is also ... about companies and people who've found ways to make a ton of money and help a lot of people.

3. Russ Klein

Executive VP-chief global marketing officer, Burger King Corp.

"The Wisdom of Crowds: Why the Many Are Smarter Than the Few..." by James Surowiecki. This book reveals that groups of people can be collectively smart or collectively dumb. ... As CMO, I am often faced with reconciling scores of worldviews ... one issue at a time.

4. Alexandra Lipinski,

Marketing director-Secret and Old Spice brands, P&G

Teens make up an important part of the consumer base for two of my businesses. ... Given the changing, dynamic nature of that world, there really isn't a reference book to turn to. Instead, I make it a point to pay attention to what today's teens read and watch, and where they shop-including Teen Vogue, CosmoGirl, Maxim, Spin, MySpace.com, ESPN.com, WB sitcoms and Limited Too's cate-zine.

5. Dave Rooney

Director-media operations and cross-brand marketing, DaimlerChrysler's Dodge, Chrysler, Jeep and Mercedes-Benz

"Being Direct: Making Advertising Pay" by Lester Wunderman and "Business @ The Speed of Thought: Using a Digital Nervous System" by Bill Gates. [Also] "Where the Suckers Moon: The Life and Death of an Advertising Campaign" [by Randall Rothenberg].

6. Michele Kessler

VP-marketing, Masterfoods

"The First 90 Days: Critical Success Strategies for New Leaders at All Levels" by Michael Watkins. ... Had I not read the book I might have just started into decision making and action a little prematurely, but taking the time to get to know people [and whom] to go to for information really paid off.

7. Doug Hall

CEO, Eureka Ranch

"Re-creating the Corporation: A Design of Organizations for the 21st Century," by Russell L. Ackoff. It's got me rethinking how we approach innovation from an organizational behavior standpoint. ... Also, "Life Interrupted: The Unfinished Monologue" by Spalding Gray. It made me think much more deeply about the perfect moment of now.

8. Richard Taylor,

Senior VP-brand advertising and promotions, America Online

I'm a huge fan of "The Wisdom of Crowds" by James Surowiecki. We all tend to trust "experts" and doubt the wisdom of the masses, but as Surowiecki points out, "under the right circumstances, groups are remarkably intelligent, and are often smarter than the smartest people in them."

9. Julie Roehm

Director-marketing communications, Chrysler Group

"Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising" by Joseph Jaffe accurately depicts the changing dynamics of the marketplace.

10. Ernest Lupinacci,

Founding partner, Anomaly

"The World Is Flat: A Brief History of the 21st Century" by Thomas L. Friedman. "Blink: The Power of Thinking Without Thinking" by Malcolm Gladwell. Sometimes your first ideas are still the best. "Good Night, Moon" by Margaret Wise Brown. All you can do is work your ass off, try your hardest, and when the day ends, try and get some rest.

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