READINGS LIST

• Strategic Brand Management: New Approaches To Creating & Evaluating Brand Equity-Kapferer J.N.

• Creating Strategic Change: Designing The Flexible High Performance Organisation-William A. Pasmore

• Corporation On A Tightrope: John G. Sifonis & Beverly Goldberg

• Managing Brand Equity: D. Aakers

• Retailing Management: M. Levy & B.A. Weitz

• Marketing To The Retail Trade: G. Randall

• Brand Positioning: S. Sengupta

• Market-Driven Strategy: G.S. Day

• The Rise And Fall Of Mass Marketing: R.S. Tedlow & G. Jones

• Bringing The Power Of The Customer Into The Centre Of Your Business: K. Albrecht

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