10 books you should have read

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1 Rex Briggs and Greg Stuart

"What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds"

Kaplan Business

Uses data from experiments by real marketers to cut through the doomsday hype and cynical opportunism that surround the slow death of conventional advertising.

2 Charles Hughes and William Jeanes

"Branding Iron: Branding Lessons from the Meltdown of the U.S. Auto Industry"

Racom Books

Uses lessons from the car business to hammer away at the importance of creating world-class brands, chastising the industry for going "safe, soft and somnolent."

3 Chris Anderson

"The Long Tail: Why the Future of Business is Selling Less of More"


One of the most-discussed concepts and most-used catchphrases of the year, the "long tail" theory has its fair share of lovers and haters.

4 Jeffrey Pfeffer and Robert I. Sutton

"Hard Facts, Dangerous Half-Truths and Total Nonsense: Profiting From Evidence-Based Management"

Harvard Business School Press

Denounces many modern management practices based on hype and conventional wisdom.

5 Bryan Eisenberg, Jeffrey Eisenberg and Lisa T. Davis

"Waiting for Your Cat to Bark? Persuading Customers When They Ignore Marketing"

Nelson Business

Breaks down tools such as consumer-generated media and word-of-mouth marketing to help marketers reach today's aloof, independent customer.

6 Seth Godin

"Small Is the New Big, and 183 Other Riffs, Rants and Remarkable Business Ideas"

Portfolio Hardcover

Tips and ideas culled from Godin's blog and Fast Company column for everyone from McDonald's to business schools. The, er, big idea: Act small if you want to be big.

7 Robert Gordman and Armin Brott

"The Must-Have Customer: Seven Steps to Winning the Customer You Haven't Got"

Truman Talley Books

For companies looking to expand, this book lays out the steps to not just retaining core customers but winning over those who are more elusive.

8 Glenn Reynolds

"An Army of Davids"

Nelson Current

How advances in technology "empower ordinary people to beat big media, big government and other goliaths." Podcasts and blogs are the least of your worries.

9 Pat Fallon and Fred Senn

"Juicing the Orange"

Harvard Business School Press

Unlike many advertising books, this is smartly written and fun to read. But it must be said that the "aha" moments are evened out by the number of businesses no longer making juice with Fallon.

10 Fred Reichheld

"The Ultimate Question"

Harvard Business School Press

Reduces customer-loyalty quandaries to a breathtakingly simple question: "Would you recommend us to a friend?" Of course, after that, things get complicated.
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