by Nick Wreden
By the Numbers
Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein,
Marketing Metrics: 50+ Metrics Every Executive Should Master
(Wharton School Publishing, 2006)
Clyde M. Creveling, Lynne Hambleton, and Burke McCarthy,
Six Sigma for Marketing Processes: An Overview for Marketing Executives, Leaders, and Managers
(Prentice Hall, 2006)
Dick Stroud,
The 50-Plus Market: Why the Future Is Age Neutral When It Comes to Marketing and Branding Strategies
(Kogan Page, 2006)
Jean-Marc Lehu,
Brand Rejuvenation: How to Protect, Strengthen, and Add Value to Your Brand to Prevent It from Ageing
(Kogan Page, 2006)
Bill Schley and Carl Nichols Jr.,
Why Johnny Can’t Brand: Rediscovering the Lost Art of the Big Idea
(Portfolio, 2005)
Martin Roll,
Asian Brand Strategy: How Asia Builds Strong Brands
(Palgrave Macmillan, 2005)
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Andrew Campbell and Robert Park, 읽어볼 가치가 있는 책들 인듯 하다.