Suggested Reading

• Weathering the Storm: Protecting Your Brand in the Worst of Times
  Christopher Simpson (2007)
  
  
• Marketing Professional Services
  Philip Kotler and Thomas Hayes Ph.D. and Paul N. Bloom Ph.D. (2002)
  
  
• Managing Brand Equity
  David A. Aaker (1991)  
  
  
• Building Strong Brands
  David A. Aaker (1996)
  
  
• Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
  David A. Aaker (2004)
  
  
• The Culting of Brands: When Customers Become True Believers
  Douglas Atkin (2004)
  
  
• The Myth of Excellence: Why Great Companies Never Try to be the Best at Everything
  Fred Crawford & Ryan Mathews (2001)
  
  
• Brand Babble: Sense and Nonsense about Branding
  Don Schultz & Heidi Schultz (2003)
  
  
• IMC, The Next Generation
  Don Schultz & Heidi Schultz (2003)
  
  
• Differentiate or Die: Survival in Our Era of Killer Competition
  Jack Trout (2000)
  
  
• Positioning: The Battle for Your Mind
  Jack Trout & Al Ries (2000)