Recommended Reading
Here is a list of recommended literature, chosen specifically for students in the Fox School of Business and Management. For careers, academic studies, personal philosophies and desires for success, these pieces should help you round yourself out as an intellectual and intelligent marketing professional. The list has been compiled courtesy of Vice President Andrew Hagerman.
Reason: Good to Great provides specific examples of the traits inherent in great companies and the transformations they went through to become great. Equally useful is the discourse on how “good” can be the enemy of “great” as “good” companies (or people, processes, etc.) have concerns about upsetting something that is already “good.”
Who Would Benefit: Anyone looking to understand business culture and the reasons for success that are necessary complements beyond simply results.
Reason: This book talks about setting expectations for the first 90 days in a new job or on a new project. It provides thoughtful and tactical approaches one can use to frame the situation, gain support, set expectations, and ensure success.
Who Would Benefit: Anyone who is changing jobs or would like to put together an action plan for a job they are interviewing for.
Reason: Shows through live examples the value of a well thought out execution plan and reminds leaders it is the details that drive strategy and results. The book illustrates how direct and probing questions beyond what is typically accepted in business can avoid common pitfalls and ensure a sound business plan. It shows how success is achieved through a deep understanding of history, relationships, and dependencies – not a by complicit acceptance of common phrases or mandates like “Grow this business by 10%” Equally relevant is the notion that current success is driven largely by actions in the past and less by current actions (similar to how the success of an in-term President of the United States is heavily influenced by the policies and decision made by the last President).
Who Would Benefit: Anyone will benefit from the approach outlined as it provides compelling examples that demonstrate the linkages between execution and success.
Reason: Discusses what a lack of number intimacy can do to a person. The anecdotes are interesting, especially the ones on large numbers and on probability. There is real value in being able to estimate effectively (one of the reasons a recommended interview question is “How many pizzas are sold in the US each day?”). The thought process in estimating is perhaps more important than the answer though there is no doubt it is a real talent to both be able to think though an estimate and get close to the correct answer!
Who Would Benefit: While this book will have greater appeal to people with a math orientation, it is valuable to everyone as it helps frame approaches and thought processes used in mental modeling (things like “back of the envelope” calculations, or “passing the sniff test”).
Reason: This book is an easy read & deals with coping with change; the author wrote this story to help him deal with a difficult change in his life. It showed him how to take his changing situation seriously but not take himself so seriously.
Who Would Benefit: Not necessarily a business book, this would benefit anyone going through some sort of life changing event.
Reason: The former CEO for GE & legendary business leader shares his greatest victories, his most valuable experiences, and even his most devastating failures in a passionate memoir that reveals his most important secrets to success — in business and in life.
Who Would Benefit: Anyone working in corporate America, and interested in gaining insight into how large companies succeed.
Reason: Light read that is both uplifting and motivational. Speaks of the need for products/services/people to be “remarkable” to stand out in today’s marketplace and the dangers of playing it safe (both for businesses and individuals). While I can’t say the author’s points are irrefutable, it makes for good internal dialogue and is thought provoking.
Who Would Benefit: Anyone who is passionate about what they do and sees the value in being remarkable and doing remarkable things.
Reason: Talks about things in history (from products to historical events) that exploded in scope/span without any investment. For instance, Hush Puppies make a remarkable comeback a little while back simply because some people in Greenwich Village were wearing them. There is a heavy focus on the types of people (mavens, connectors, etc.) that cause the viral spread of products or words (as was the case with Paul Revere). While the book could have done a better job of suggesting how to make your product viral, the case studies were interesting and thought provoking.
Who Would Benefit: Anyone who wants examples in history of viral marketing in hopes of gleaning some insight (not tactics) on how to incorporate those factors into their product sales/introduction effort.
Reason: Interesting, quick read on the part of the mind focused on quick assessment of anything (the Pepsi Challenge, decision making of police officers, expert assessment, etc.) and why your first impression has both strengths and weaknesses that need to be understood. There are many case studies on topics ranging from diversity to sports to product marketing – many from a cognitive psychology point of view. I really enjoyed the book but I also have an undergraduate degree in psychology.
Who Would Benefit: Anyone who is looking to understand a consumer’s decision-making process and how to leverage both first impression and thoughtful consideration.
Reason: Discusses ten different types of innovators and how they arrive at innovation. Provides examples of innovation in each of the ten types and generally describes tips and approaches within each style. Shows how innovation is not limited to products but can include processes, services, etc.
Who Would Benefit: Anyone who is looking to bring innovation to what they do.
Others…
The Greatest Salesman in the World by Og Mandino
Emotional Intelligence by Daniel Goleman
The E-Myth by Michael E. Gerber
How to Win Friends and Influence People by Dale Carnegie
Think and Grow Rich by Napolean Hill
How To Master the Art of Selling by Tom Hopkins
Case in Point: Complete Case Interview Preparation - 5th edition by Marc P. Cosentino
Raising the Bar: Integrity and Passion in Life and Business: The Story of Clif Bar & Co. by Gary Erickson
Fair Trade For All by Joseph Steglitz
A Random Walk Down Wall St. by Burton G. Malkiel
Maestro by Bob Woodward
The Art of War by Sun Tzu
Confessions of an Economic Hit Man by John Perkins
Let My People Go Surfing by Yvon Chouinard
Liar's Poker by Michael Lewis
When Corporations Rule The World by David Korten
