Reading List

The following list of books will provide the reader with an understanding of the concepts that serve as the foundation for iSi's Information-Marketing™, as well as a way to make sense of the "information age economy and the impact that it will continue to have on all of us. These are MUST READS for anyone doing business in the Information Age. All books are available from Amazon.com by clicking on the title.

Click on [EXCERPT] to read quotes from that book. (Alphabetical by author.)

• [EXCERPT] Aaker, David A. Building Strong Brands. New York: Free Press, 1996.
• [EXCERPT] Barrenechea, Mark J. e-Business or Out of Business. New York: McGraw-Hill, 2001.
• Blackwell, Roger D., and Kristina Stephen. Customers Rule! Why the E-Commerce Honeymoon is over and where Winning Businesses Go From Here. New York: Crown Business Publishers,Inc, 2001.
• Burstein, Daniel, and David Kline. Road Warriors: Dreams and Nightmares Along the Information Highway. New York: Penguin Books, 1995.
• [EXCERPT] Clifton, Rita, John Simmons. The Economist: Brands and Branding. New Jersey: Bloomberg Press, 2004.
• Cusumano, Michael A., and David B. Yoffie. Competing on Internet Time: Lessons from Netscape and its Battle with Microsoft. New York: Free Press, 1998.
• [EXCERPT] D'Alessandro, David F. Brand Warfare: 10 Rules for Building the Killer Brand. New York: McGraw-Hill, 2001.
• [EXCERPT] Doyle, John. Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. New York: John Wiley & Sons, 2000.
• [EXCERPT] Davis, Stanley M., and Christopher Meyer. Blur: The Speed of Change in the Connected Economy. Reading, MA: Addison Wesley, 1998.
• Gladwell, Malcolm. The Tipping Point: How Little Things Can Make a Big Difference. New York: Little Brown and Company, 2000.
• [EXCERPT] Gobé, Marc. Emotional Branding: The New Paradigm for Connecting Brands to People. New York: Allworth Press, 2001.
• [EXCERPT] Godin, Seth. All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World. New York: Penguin Group, 2005.
• [EXCERPT] Godin, Seth. Permission Marketing. New York: Simon & Schuster, 1999.
• [EXCERPT] Godin, Seth. Purple Cow: Transform Your Business by Being Remarkable. New York: The Penguin Group, Inc., 2003.
• Gordon, Ian H. Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customer You Want and Keep Them Forever. New York: John Wiley & Sons, 1998.
• Hagel III, John, and Arthur G. Armstrong. Net Gain. Boston: Harvard Business School Press, 1997.
• [EXCERPT] Hagel III, John, and Marc Singer. Net Worth. Boston: Harvard Business School Press, 1999.
• [EXCERPT] Jaffe, Joseph. Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising. New Jersey: John Wiley & Sons, 2005.
• Jennings, Jason, and Laurence Haughton. It's Not the Big that Eat the Small…It's the Fast that Eat the Slow. New York: HarperCollings, 2000.
• Jensen, Bill. Simplicity: The New Competitive Advantage. Cambridge: Perseus Books, 2000.
• [EXCERPT] Kenny, David and John F. Marshall. Contextual Marketing: The Real Business of the Internet. Boston: Harvard Business School Press, 2000.
• [EXCERPT] Kotler, Philip. Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know. Hoboken, New Jersey: John Wiley & Sons, Inc., 2003.
• [EXCERPT] Kotler, Philip, et al. Marketing Moves: A New Approach to Profits, Growth & Renewal. Boston: Harvard Business School Press, 2002.
• [EXCERPT] Levine, Rick, et al. The Cluetrain Manifesto. Cambridge: Perseus Publishing, 2000.
• [EXCERPT] Martin, Chuck. Net Future. New York: McGraw-Hill, 1999.
• McKenna, Regis. Real Time: Preparing for the Age of the Never Satisfied Customer. Boston: Harvard Business School Press, 1997.
• McKenna, Regis. Relationship Marketing: Successful Strategies for the Age of the Customer. Boston: Harvard Business School Press, 1991.
• McKenna, Regis. Total Access. Boston: Harvard Business School Press, 2002.
• [EXCERPT] Morgan, Adam. Eating the Big Fish. New York: John Wiley & Sons, 1999.
• [EXCERPT] Neumeier, Marty. The Brand Gap. Berkely, California: New Riders, 2003.
• Ries, Al. Focus: The Future of Your Company Depends on It. New York: HarperCollins Publishers, Inc., 1996.
• [EXCERPT] Ries, Al, and Jack Trout. Positioning – The Battle For Your Mind. New York: McGraw-Hill, 1981.
• Ries, Al, and Jack Trout. Bottom-Up Marketing. New York: McGraw-Hill, 1989.
• [EXCERPT] Ries, Al, and Laura Ries. The 11 Immutable Laws of Internet Branding. New York: HarperCollins Publishers, Inc., 2000.
• [EXCERPT] Ries, Al, and Laura Ries. The 22 Immutable Laws of Marketing. New York: HarperCollins Publishers, Inc., 1993.
• [EXCERPT] Ries, Al, and Laura Ries. The Fall of Advertising and the Rise of PR. New York: HarperCollins Publishers, Inc., 2002.
• [EXCERPT] Ries, Al, and Laura Ries. The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival. New York: HarperCollins Publishers, Inc., 2004.
• [EXCERPT] Schwartz, Barry. The Paradox of Choice. New York: HarperCollins Publishers, Inc., 2004.
• [EXCERPT] Shultz, Don E., and Heidi F. Schultz. Brand Babble: Sense and Nonsense About Branding. Mason, Ohio: South-Western Educational Publishing, 2004.
• [EXCERPT] Steel, Jon. Truth, Lies, and Advertising: The Art of Account Planning. New York: John Wiley & Sons, 1998.
• [EXCERPT] Trout, Jack. Big Brands Big Trouble. New York: John Wiley & Sons, 2001.
• [EXCERPT] Twitchel, James B. Adcult USA. New York: Columbia University Press, 1996.
• [EXCERPT] Zyman, Sergio and Scott Miller. Building Brandwidth: Closing the Sale Online. New York: HarperCollins Publishers, Inc., 2000.
• [EXCERPT] Zyman, Sergio. The End of Advertising As We Know It. New York: John Wiley & Sons, 2002.
• [EXCERPT] Zyman, Sergio. The End of Marketing As We Know It. New York: HarperCollins Publishers, Inc., 1999.