Howard Handler's Favorite Business Books

Published on .

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."
Most Popular
In this article: