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Book List & Reviews

Peruse CMA's reading list and book reviews, add your review to a title listed, comment on any of the reviews posted, or add a new title and review.

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Books are listed within the categories below (to the best of our ability) - we have included the overall category of general marketing/other for books that do not fit well into one category, or where there is uncertainty in making an assignment.

You can either add your review to an existing title, or add a new title and review.

Where a review is available, it is found below the title and author. At the end of each published review, you have the opportunity to add your comments.

Book Categories


Branding & Strategic Planning

  1. 22 Immutable Laws of Branding
    Al Ries and Laura Ries, Hardcover Edition, 1998
  2. B2B Brand Management
    Philip Kotler, Waldemar Pfoertsch, Published by Springer, 2006, ISBN 3-540-25360-2
    Review
  3. Brand Asset Management
    David A. Aaker and Scott M. Davis, Hardcover Edition, 2000
  4. Brand Leadership: The Next Level of the Brand Revolution
    David A. Aaker and Erich Joachimsthaler, Published, 2000
  5. The Case for B2B Branding: Pulling Away From the Business-to-Business Pack
    Bob Lamons, Published by Thomson, 2005, ISBN: 0-324-39865-4
    Review
  6. Fire and Ice. The United States, Canada and the Myth of Converging Values
    Michael Adams, Published by Penguin Canada, 2003 ISBN: 0-4-301422-6
    Review
  7. Integrated Branding: Becoming Brand-Driven Through Company Wide Action
    Jospeh LaPla, and Lynn M. Parket, Quorom Books, 1999.
  8. Managing the Customer Experience - Turning Customers into Advocates
    Shaun Smith and Joe Wheeler, Prentice Hall, Pearson Education Publications, 2002
    ISBN: 0-2736-195-7
    Review
  9. The Power of Industrial Brands
    iPaul Hague and Peter Jackson. Published by McGraw Hill (in association with the Marketing Society), 1994 ISBN 0-07-707839-X
    Review
  10. More than a Motorcycle: The Leadership Journey at Harley-Davidson
    Rich Teerlink and Lee Ozley, Hardcover Edition, 2000
  11. Stop Talking, Start Doing Retail Branding
    John Torella, 2001
  12. Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity
    Jean Noel Kapferer, Hardcover Edition, 1994



Contact Centre

  1. 23 Steps to an Effective Call Centre
    Real Bergevin, President, NuComm, 2000
  2. Building Call Center Culture - Strategies for designing a world class performance-based environment within your customer contact center
    Dan Coen, DCD Publishing, ISBN: 0-9660436-2-6
    Review
  3. Call Center Management on Fast Forward
    Brad Cleveland and Julia Mayben, Call Center Press, Annapolis, Maryland ISBN: 0.9659093.0.1
    Review
  4. Call Centre Operations: "A Guide for Your Journey to Best-Practice Processes"
    Becki Hack, Peggy Newton, Trip Wyckoff, American Productivity & Quality Center, www.apqc.org.
    ISBN: 1.928593.23.2
    Review
  5. Cluetrain Manifesto
    David Weinberger, 2002
    Review
  6. Customer Care and Contact Center Management
    Garry Schultz, 2003, ISBN: 0.87389.561.4
    Review
  7. No Logo
    Naomi Klein, ISBN: 0-676-97282-9
    Review



CRM

  1. Aftermarketing; How to Keep Customers For Life through Relationship Marketing
    Terry G. Vavra, McGraw Hill, 1995
  2. Customer Intimacy: Pick Your Partners, Shape Your Culture, Win Together
    Frederick D. Wiersema, Knowledge Exchange, 1996. ISBN: 658.812 .W648
  3. Customer Relationship Management in the New Era of Internet Marketing
    Frederick Newell, Loyalty.com:, McGraw-Hill Professional Book Group, 2000. ISBN: 658.822 .N532
  4. Customer Relationship Management: A Strategic Imperative in the World of E-Business
    Stanley A. Brown, John Wiley & Sons Canada, Ltd., 2000. ISBN: 658.822 .B877
  5. Donor Centered Fundraising
    Penelope Burke, Burke & Associates Ltd., June 2003, ISBN: 0-968-79781-4
    Review
  6. Enterprise One to One: Tools for Competing in the Interactive Age
    Don Peppers, Doubleday, 1997. ISBN: 658.820 .P424
  7. Guide to One to One Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time
    Cliff Allen and Deborah Kania, John Wiley and Sons, 1998, ISBN: 658.841.B863
  8. One to One B2B: Customer Development Strategies for the Business-to-Business World
    Don Peppers and Martha Rogers. Currency Doubleday, 2001
  9. One to One Manager: Real World Lessons in Customer Relationship Marketing
    Don Peppers and Martha Rogers. Currency Doubleday, 1999. ISBN: 658.820 .P245
  10. One to One Online: Best Practices of the Top 1 to 1 websites
    Bruce Kasanoff, Peppers and Rogers Group, 2000. ISBN: REFX 658.841 .K19 2000
  11. Permission Marketing: Turning Strangers Into Friends & Friends Into Customers
    Seth Godin,. Simon & Schuster, 1999. ISBN: 658.820 .G585
  12. Raving Fans; A Revolutionary Approach to Customer Service
    Ken Blanchard and Sheldon Bowles. William Morrow and Company Inc., 1993
  13. Relationship Marketing: New Strategies, Techniques and Technologies To Win The Customers You Want and Keep Them Forever
    Ian Gordon. John Wiley & Sons, 1998. ISBN 658.8.G663.
  14. Relationship Marketing: Successful Strategies for the Age of the Customer
    Regis McKenna, Addison-Wesley Publishing Company, 1991. ISBN: 658.820 .M155
  15. Scoring Points: How Tesco is Winning Customer Loyalty
    Clive Humby and Terry Hunt, Kogan Page Ltd., 2003 ISBN: 0-7494-3578-X
    Review
  16. Secrets of Customer Relationship Management: It's All About How You Make Them Feel
    James Barnes, McGraw Hill, 2001. 658.822 .B261
  17. The Balanced Scorecard: Translating Strategy Into Action
    Robert S. Kaplan and David P. Norton. Harvard Business School Press,1996. ISBN: 658.4012 .K17
  18. The CRM Handbook: A Business Guide to Customer Relationship Management
    Jill Dyche, Addison-Wesley Pub. Co, 2001, ISBN: 0201730626
  19. The Customer Marketing Method: How to Implement and Profit From Customer Relationship Management
    Jay Curry, Free Press, 2000. ISBN: 658.822 .C976
  20. The Engaged Customer: New Rules of Internet Direct Marketing
    Hans Peter Brondmo, HarperCollins, 2000. ISBN: 658.841 .B863
  21. The Loyalty Effect: The Hidden Force Behind Growth, Profits & Lasting Value
    Frederick F. Reichheld and Thomas Teal. Harvard Business School Press, 1996. ISBN: 658.4 .R438
  22. The One to One Fieldbook: The Complete Toolkit for Implementing a One to One Marketing Program
    Peppers, Don, Martha Rogers and Robert Dorf. Currency Doubleday, 1998. ISBN: 658.820 .P4241
  23. The One to One Future: Building Relationships One Customer at a Time
    Don Peppers, Currency Doubleday, 1993. ISBN: 658.820 .P4242
  24. The Quest For Loyalty: Creating Value Through Partnership
    Frederick F., Reichheld, Harvard Business School Press, 1996. ISBN: 658.812 .R351
  25. The Relationship Based Enterprise: Powering Business Success Through Customer Relationship Management
    Ray McKenzie, McGraw-Hill Ryerson, 2001. ISBN: 658.822 .M113
  26. The Service Profit Chain
    Heskett, James L.. Free Press, 1977. ISBN: 658.812 .H584
  27. The Strategy-Focused Organization: How Balance Scorecard Companies Thrive in the New Business Age
    Robert S. Kaplan and David P. Norton. Harvard Business School Press, 2000. ISBN: 658.4012 .K18
  28. The Trusted Advisor
    David Maister, Charles H. Greet, Robert M. Galford, The Free Press, 2000
  29. Up the Loyalty Ladder: Turning Sometime Customers Into Full-Time Advocates of Your Business
    Murray Raphel, Harper Business, 1995. ISBN: 658.8 .R217



Database & Marketing Technology

  1. Analytics at Work: Smarter Decisions, Better Results
    Thomas H. Davenport, Jeanne G. Harris and Robert Morison, Published by Harvard Business School Publishing Corp., 2010
    ISBN: 978-1-4221-7769-3
    Review
  2. Competing on Analytics: The New Science of Winning
    Thomas Davenport & Jeanne Harris, 2007
    Review
  3. Multichannel Marketing: Metrics and Methods for On and Offline Success
    Akin Arikan, Published by Sybex, Inc., 2008
    ISBN 978-0470239599
    Review
  4. Secrets of the Best Data Warehouses in the World - A Fundamental Guide for Executives and Decision Makers
    Armstrong, Coffing, and Hanusa, 2000
    Review
  5. Web Analytics: An Hour a Day
    Avinash Kaushik, Published by Sybex, Inc., 2007
    ISBN 978-8126513284
    Review



Direct Marketing

  1. Customer for Keeps: 8 Powerful Strategies to Turn Customers into Friends and Keep Them Forever
    Lois K. Geller, 2001.
  2. Reinventing Interactive and Direct Marketing
    Stan Rapp, 2009
  3. What a Way to Live and Make a Living: The Lyman P. Wood Story
    Roger M. Griffith, 1995



E-Marketing

  1. Marketing With E-Mail - A Spam Free Guide to Increasing Sales, Building Loyalty, and Increasing Awareness
    Shannon Kinnar
  2. Advanced E-Mail Marketing
    Jim Sterne, Publisher; Lyris Technologies, 2003, ISBN: 0-9744393-0-4
    Review
  3. Business to Business Internet Marketing, Seven Proven Strategies for Increasing Profits through Internet Direct Marketing
    Barry Silverstein, Maximum Press, ISBN: 1-885068-38-7
    Review



General Marketing/Other

  1. 1001 Ways To Reward Employees
    Bob Nelson, Workman Publishing Company, 1994. ISBN: 658.314 .N424
  2. And Now a Few Words from Me
    Bob Garfield, McGraw-Hill, ISBN: 0-07-140316-7
    Review
  3. Business-to-Business Marketing Research
    Martin and Tamara Block, Thomson, 2005, 2nd edition, ISBN: 0-324-22230-0
    Review
  4. First, Break All the Rules: What the World's Greatest Managers Do Differently
    Marcus Buckingham, Simon & Schuster, 1999. ISBN: 658.409 .B918
  5. Good to Great: Why Some Companies Make the Leap...and Others Don't
    Jim Collins, HarperCollins, 2001, ISBN: 0066620996
  6. Hidden Value: How Great Companies Achieve Extraordinary Results with Ordinary People
    Charles O'Reilly and Jeffrey Pfeffer, Harvard Business School Press, 2000
  7. How To Write A Convincing Business Plan
    Arthur DeThomas, Barron's Education Series, 1995. ISBN: 658.401 .D479
  8. How To Write A Successful Marketing Plan
    Roman G. Hiebing, NTC Business Books, 1997. ISBN: 658.802 .H633
  9. How To Write Winning Proposals For Your Company Or Client
    Robert Tepper, John Wiley & Sons, 1990. ISBN: 658.1522 .T314
  10. In Good Company
    Don Cohen,and Laurence Prusak. Harvard Business School Press, 2001
  11. Innovation: Breakthrough Ideas at 3M, DuPont, GE, Pfizer, and Rubbermaid
    Rosabeth Moss Kanter, John Kao & Fred Wiersema. Workworks, Inc., 1997
  12. Leading Change
    John P Kotter, Harvard Business School Press, 1996. ISBN: 658.406 .K87
  13. Life After The 30-Second Spot - Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising
    Joseph Jaffe, Published by John Wiley & Sons Inc. 2005. ISBN: 0-471-71837-8
    Review
  14. Managing With Carrots: Using Recognition to Attract and Retain the Best People
    Adrian Gostick and Chester Elton. O.C. Tanner Company, 2001
  15. Measuring Corporate Performance
    Harvard Business School Press, 1998. ISBN: 658.4012 .M484 (Compilation of Harvard Business Review articles on the Balanced Scorecard concept.) ISBN: 658.4012 .M484
  16. Measuring Corporate Performance
    Harvard Business School Press, 1998. ISBN: 658.4012 .M484 (Compilation of Harvard Business Review articles on the Balanced Scorecard concept.) ISBN: 658.4012 .M484
  17. Moneyball: The Art of Winning An Unfair Game
    Michael Lewis, 2003
    Review
  18. Never Eat Alone
    Keith Ferrazzi, DoubleDay, 2005, ISBN: 0-385-51205-8
    Review
  19. No Logo
    Naomi Klein, ISBN: 0-676-97282-9
    Review
  20. Now, Discover Your Strengths
    Marcus Buckingham and Donald O. Clifton. Free Press, 2001. ISBN: 658.409 .B919
  21. Predictably Irrational: The Hidden Forces That Shape Our Decisions
    Dan Ariely, 2008
    Review
  22. Seducing the Boys Club – Uncensored Tactics from a Woman at the Top
    Nina Disesa, Random House Publishing Group, ISBN: 0345496981
    Review
  23. Six Sigma: The Breakthrough Management Strategy Revolutionizing the World's Top Corporations
    Mikel, Harry and Richard Schroeder. Doubleday Press, 2000. ISBN: 658.562 .H296
  24. The Balanced Scorecard: Translating Strategy Into Action
    Robert S. Kaplan and David P. Norton. Harvard Business School Press,1996. ISBN: 658.4012 .K17
  25. The Change Leader's Roadmap: How to Navigate Your Organization's Transformation
    Linda Ackerman and Dean Anderson. Jossey-Bass, 2001
  26. The Ernst & Young Business Plan Guide
    Eric S. Siegel, John Wiley & Sons, 1987. ISBN: 658.4 .S571
  27. The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail
    Clayton M. Christensen, Harvard Business School Press, 1997. ISBN: 658.20 .C555
  28. The Long Tail
    Chris Anderson, Hyperion, ISBN: 1401302378
    Review
  29. The Marketing Plan
    William M. Luther, Amacom, 1992. ISBN: 658.802 .L973
  30. The Seven Habits of Highly Effective People
    Stephen R.Covey, Simon & Schuster, 1989.
  31. The Six Sigma Way: How GE, Motorola, and Other Top Companies are Honing Their Performance
    Pande, Peter S., Robert P. Neuman, Roland R. Cavanaugh. McGraw-Hill Professional Book Group, 2000.
  32. The Strategy-Focused Organization: How Balance Scorecard Companies Thrive in the New Business Age
    Robert S. Kaplan and David P. Norton. Harvard Business School Press, 2000. ISBN: 658.4012 .K18
  33. The Tipping Point: How Little Things Can Make a Big Difference
    Malcolm Gladwell, Little Brown & Company, 2000, ISBN: 0-316-31696-2 (hardcover)
    ISBN: 0-316-34662-4 (paperback)
    Review
  34. The Trusted Advisor
    David Maister, Charles H. Greet, Robert M. Galford. The Free Press, 2000
  35. Who Moved My Cheese? An Amazing Way to Deal with Change in Your Work and in Your Life
    Spencer Johnson, and Kenneth Blanchard. Putnam Publishing Group, 1998.ISBN: 155.24 .J69
  36. Wikinomics: How Mass Collaboration Changes Everything
    Don Tapscott & Anthony Williams, Penguin Group (USA) Inc., ISBN: 1591841380
    Review
  37. Working With Emotional Intelligence
    Daniel P. Goleman Bantam Books, 2000.
  38. Workplace Recognition: Step-by-Step Examples of a Positive Reinforcement Strategy
    Sue Glasscock and Kimberly Gram. B.T. Brasford, Ltd. 1999.