以下是我的書單: (a very challenging one)


Branding, Advertising, Marketing類:

1. Brand Child: Remarkable Insights into the Minds of Today’s Global Kids & Their Relationships with Brands (by Martin Lindstrom, Patricia B. Seybold)

2. the Breakaway Brand: How Brands Stand Out (by Francis Kelly, Barry Silverstein)

3. Emotional Branding: the New Paradigm for Connecting Brands to People (by Marc Gobe, Marc Gobé, Sergio Zyman)

4. Fashion Brands: Branding Style from Armani to Zara (by Mark Tungate)

5. Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands (by Alina Wheeler)

6. How Brands Become Icons: the Principles of Cultural Branding (by D. B. Holt)

7. Luxury Fashion Branding: Trends, Tactics, Techniques (by Uche Okonkwo)

8. the Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands (by by Al Ries and Laura Ries)

9. Zag: the Number One Strategy of High Performance Brands (by Marty Neumeier)

10. Adcult USA (by James B. Twitchell)

11. Trading Up: The New American Luxury (by Michael Silverstein and Neil Fiske)

12. the Image: A Guide to Pseudo-Events in America (by Daniel J. Boorstin)

13. Class: A Guide Through the American Status System (by Paul Fussell)

14. Wikinomics: How Mass Collaboration Changes Everything (by by Don Tapscott, Anthony D. Williams)

15. The Southwest Airlines Way (by Jody Hoffer Gittell)

16. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant (by W. Chan Kim, Renée Mauborgne)

17. Priceless: Turning Ordinary Products into Extraordinary Experiences (by Diana Lasalle, Terry A. Britton)

18. The Innovator’s Solution: Creating and Sustaining Successful Growth (by Clayton M. Christensen, Michael E. Raynor)

19. Global Marketing Management (7th Edition) (by Warren J. Keegan)

20. Contemporary Strategy Analysis: Concepts, Techniques, Applications (5th Edition)(by Robert M. Grant)

21. Point of Purchase: How Shopping Changed American Culture (by Sharon Zukin)

22. the Substance of Style: How the Rise of Aesthetic Value is Remaking Commerce, Culture, and Consciousness (by Virginia Postrel)

23. the Design of Everyday Things (by Donald A. Norman)


Groundswell: Winning in a World Transformed by Social Technologies (by
Charlene Li)

25. Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations (by Amy Shuen)

Social Media Marketing: An Hour a Day (by
Dave Evans)

27. Twitter Revolution: How Social Media and Mobile Marketing is Changing the Way We Do Business & Market Online (by Warren Whitlock)

Web 2.0 Heroes: Interviews with 20 Web 2.0 Influencers (by
Bradley L. Jones)

Word of Mouth Marketing: How Smart Companies Get People Talking, Revised Edition (by

Marketing to the Social Web: How Digital Customer Communities Build Your Business
(by Larry Weber)

Web Marketing for Small Businesses: 7 Steps to Explosive Business Growth (Quick Start Your Business) (by
Stephanie Diamond)

32. The
New Rules of Marketing and PR: How to Use News Releases, Blogs,
Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
David Meerman Scott)

33. YouTube for Business: Online Video Marketing for Any Business (by Michael Miller)

Building Buzz to Beat the Big Boys: Word of Mouth Marketing for Small Businesses (by
Steve O’Leary)


Entertainment Business類

1. Marketing to Moviegoers: A Handbook of Strategies Used by Major Studios and Independents (by Robert Marich)… the 2009 edition is coming out on Jan. 22, maybe i should update mine.

2. Open Wide: How Hollywood Box Office Became a National Obsession (by Dade Hayes and Jonathan Bing)

3. Walt’s Revolution!: By the Numbers (by Harrison Price)


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