Recommended Reading |
Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
Aaker, D.A. (2001). Developing Business Strategies, 6th ed. New York: John Wiley Publishing.
Bayan, R. (1987). Words That Sell. Chicago: Contemporary Books.
De Chernatony, L., McDonald, M. (2003). Creating Powerful Brands. Oxford, UK: Butterworth Heinemann.
Dickey, L. (1994). The Franchise: Building Radio Brands. Washington, DC: National Association of Broadcasters (NAB).
Eastman, S.E., Ferguson, D.A., Klein, R.A. (2002). Promotion and Marketing for Broadcasting, Cable and the Web. Boston, MA: Focal Press.
Hiebing, R.G., Cooper, S.W. (1994). The Successful Marketing Plan: A Disciplined and Comprehensive Approach. Lincolnwood, IL: NTC Business Books.
Kapferer, J.N. (1992). Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity. New York: The Free Press.
Keller, K.L. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Upper Saddle River, NJ: Prentice Hall.
Ries, A., Trout, J. (1980). Positioning: The Battle for Your Mind. New York: McGraw-Hill.
Von Oech, R. (1986). A Kick in the Seat of the Pants. New York: Harper & Row.
Von Oech, R. (1998). A Whack on the Side of the Head : How You Can Be More Creative. New York: Warner Books
Webster, J.G., Phalen, P., Lichty, L.W. (2000). Ratings Analysis: The Theory and Practice of Audience Research. Hillsdale, NJ: Lawrence Erlbaum Associates.
Werz, E., Germain, S.(1998) Phrases That Sell: The Ultimate Phrase Finder to Help You Promote Your Products, Services, and Ideas. Chicago: Contemporary Books.
Yoffie, D.B., Kwak, M. (2001). Judo Strategy: Turning Your Competitor’s Strength to Your Advantage. Boston, MA: Harvard Business School Press.
Zyman, S. (1999). The End of Marketing as We Know It. New York: Harper Business.
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