READINGS LIST

• Competitive Strategy: Techniques For Analysing Industries And Competitors -- Michael Porter

• Value Migration: How To Think Several Moves Ahead Of The Competition -- Adrain J. Slywotzky

• Building Strong Brands -- Davis A. Aaker

• Building Brands Directly: Creating Business Value From Customer Relationship -- Stewart Pearson

• Brandmaps: The Competitive Marketing Strategy Game -- Randall G. Chapman

• Brand Positioning Stratgeis For Competitive advantage -- Subroto Sengupta

• Competitive Positioning: The Key To Marlet Success -- Graham J. Hooley

• Marketing Warfare -- Al Ries

• Outstanding Customer Service: Implementing the Best Ideas from Around The World -- Clark Graham

• Competing For The Future: Breakthrough Strategies For Siezing Control Of Your Industry And Creating The Markets Of Tomorrow -- Gary Hamel and C.K. Prahalad

• Managing Brand Equity: Capitalising On The Value Of A Brand Name -- Davis A. Aaker

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