Reading List

Business Basics

• Never Eat Alone. Keith Ferrazzi.  How to build a lifelong community of colleagues, contacts, friends, and mentors.
  
• The Search.  Stephen Denning.  How Google and it’s rivals rewrote the rules of business and transformed our culture.
  
• Squirrel Inc.  Tim Sanders.  Leadership through storytelling.
• Crossing the Chasm; The Gorilla Game. Geoffrey Moore.  Technology market evolution.
  
• Swim with the Sharks.  Harvey McKay.  A networking classic.
  
• Love is the Killer App.  Tim Sanders.  You get more flies with honey than with vinegar.
  
• The Art of War for Executives.  Donald G. Krause.  Sun Tzu’s classic text – interpreted for today’s business reader.
  
• Winning Office Politics. Andrew J. DuBrin.  Manage relationships, don’t let them manage you.
  
• Don't Sabotage Your Success! Make Office Politics Work.  Karen Ginsburg Wood.  Another bestseller.
  
• Execution.  Larry Bossidy.  Every company has a strategy – successful companies can execute on them.
  
• Good to Great.  Jim Collins.  Winning companies have these characteristics.

Marketing & Sales

• The 22 Immutable Laws of Marketing; Positioning; and Marketing Warfare.  Ries and Trout. Three marketing classics.
  
• Ogilvy on Advertising.  David Ogilvy.  Advertising classic.
  
• Guerilla Marketing.  J. Conrad Levinson.  Tactics for executing on a shoestring.
  
• Marketing Without a Marketing Budget.  Craig Rice.  More tactics for executing on a shoestring.
  
• The New Solution Selling.  Keith M. Eades. Marketing and sales based on customer need.
  
• Selling Your Way to the Top.  Zig Ziglar.  Selling essentials.
  
• The Greatest Salesman in the World.  Og Mandino.  More selling essentials.
  
• The Power to Get In.  Michael A. Boylan.  Enterprise sales require selling from the top down.

Relationship Marketing

• The Loyalty Effect Frederick Reicheld. Effect of customer loyalty on profitability.
  
• Relationship Marketing. Regis McKenna.  Successful strategies for the age of the customer.
  
• The One-to-One Fieldbook.  Peppers and Rogers.  Customer relationship management.
  
• Customers.com.  Patricia B. Seybold.  Customer relationship management on the internet.

Alliances and Partnering

• Getting Partnering Right.  Neil Rackham, Lawrence Friedman, and Richard Ruff.  Create long-term competitive advantage through partnering.
  
• Mastering Alliance Strategy : A Comprehensive Guide to Design, Management, and Organization.  James D. Bamford.  More competitive advantage.
  
• The Practical Guide to Joint Ventures and Corporate Alliances: How to Form, How to Organize, How to Operate.  Robert Porter Lynch.  Alliance fundamentals.
  
• Alliance Competence : Maximizing the Value of Your Partnerships. Robert E. Spekman and Lynn A. Isabella.  More alliance fundamentals.
  
• Intelligent Business Alliances: How to Profit Using Today's Most Important Strategic Tool.  Larraine D. Segil.  Useful tools to test potential alliances