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Marketing as a corporate Function 37
SUGGESTIONS FOR FURTHER READING
Malcolm Gladwell, The Tipping Point, New York, Back Bay Books, 2002. An amazing, popular book and for good reason. It brings to life key issues around the adoption of innovation. Malcolm is a writer for the New Yorker magazine and writes in an engaging way. His other two recent books, Blink (2005) and Outliers (2008) are not quite as good as this one but are still worth reading.
Guy Kawasaki, Reality Check, New York, Portfolio, 2008. Kawaski is one of the who’s who in Silicon Valley. He was part of the team that contributed to Apple’s early successes. He then moved on to start a number of successful ventures. He’s also known as the man who turned down the chance to be the CEO of Yahoo! and Google, before they were household names. This book helps any budding technology entrepreneur know how to choose and execute the right corporate strategy and avoid some of the spectacular mistakes that Guy made in his life.
Joseph Pine and James Gilmore, The Experience Economy: Work Is Theater & Every Business a Stage, Boston, MA, Harvard Business School Press, 1999. The classic work on the experience economy.
James Gilmore and Joseph Pine, Authenticity: What Consumers Really Want, Boston, MA, Harvard Business School Press, 2007. The latest book from the authors of The Experience Economy (see above) takes their thinking on the experience economy to the next level.
Geoffrey Moore, Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets, New York, Collins, 2004. This is very well-written book that talks about the adoption of innovations with a focus on the high-tech sector but with principles that we believe are applicable across the board for all marketers.