REcommended REading

I am often asked by students for reading recommendations and I always love to offer suggestions. The list below is a compilation of materials I would recommend to any student looking to read more broadly on a range of topics within marketing, research and business (or to enrich themselves more generally with a few other options I’ve found to be personally interesting).

Consumers, Marketing and Research-Related Reads

• Billion Dollar Brand Club - Lawrence Ingrassia

• Strategy From The Outside In - George S. Day & Christine Moorman

• The Power of Moments - Chip & Dan Heath

• Small Data - Martin Lindstrom

• How Brands Become Icons: The Principles of Cultural Branding - Douglas Holt

• Status Update: Celebrity, Publicity, and Branding in the Social Media Age - Alice E. Marwick

• Invisible Women: Data Bias in a World Designed for Men - Caroline Criado Pérez

• Status and Culture: How Our Desire for Social Rank Creates Taste, Identity, Art, Fashion, and Constant Change - David W. Marx

• Everybody Lies - Seth Stephens-Davidowitz

• The Data Detective - Tim Harford

• Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked - Adam Alter

General Business

• Seeing Around Corners - Rita McGrath

• The Growth Gears - Art Saxby

• The Experience Economy - Pine & Gilmore

New Product Development

• Jobs to Be Done: Theory to Practice - Anthony W. Ulwick

• The Design of Everyday Things - Don Norman

• What Customers Want - Anthony W. Ulwick

• Unlocking the Customer Value Chain - Thales Teixeira

• Crossing the Chasm - Geoffrey Moore

Other (very interesting) non-fiction

• Real Food, Fake Food - Larry Olmsted

• Prisoners of Geography - Tim Marshall

• The Third Plate - Dan Barber

• Educated - Tara Westover

• Overdressed: The Shockingly High Cost of Fast Fashion - Elizabeth Cline

• The Art of Possibility - Rosamund and Benjamin Zander

• How to Do Nothing: Resisting the Attention Economy - Jenny Odell

• The Biggest Bluff - Maria Konnikova

• The $12 Million Stuffed Shark: The Curious Economics of Contemporary Art - Don Thompson

• Factfullness - Hans Rosling

• Curious - Ian Leslie

• Rethinking Positive Thinking - Gabreile Oettingen

• Wired to Create - Scott Barry Kaufmann

Podcasts

• How I Built This

• Revisionist History

• Nice Try (Season 1 - Utopias)

• The Dream (Season 1 & Season 2)

• Spectacle (Season 1)