A. Jolibert - H. Mühlbacher - L. Flores - PL Dubois: Marketing Management: A Value-creation Process
Gerald Zaltman: How Customers Think: Essential Insights into the Mind of the Market (*****)
C. Locke: The Cluetrain Manifesto: The End of Business As Usual (*****)
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Great perspective and practical insights from Melissa Morrison my colleague at crmmetrix a speaker at the Digital Hub in Cincinnat last September 2009.
Melissa comes back to the basics (essential specifically in turbulent times) and organizes ideas on how to truly measure Internet branding effectiveness. Indeed, you may "count "everything, but counting is not measuring !
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