Selected Bibliography
MARKETING MANAGEMENT
Aaker, David A. Managing Brand Equity. New York: Free Press, 1991.
———. Building Strong Brands. New York: Free Press, 1996.
Aaker, David A., and Erich Joachimsthaler. Brand Leadership. New York: Free Press, 2000.
Bedbury, Scott. A New Brand World. New York: Viking, 2002.
Bond, Jonathan, and Richard Kirshenbaum. Under the Radar: Talking to Today’s Cynical Consumer. New York: Wiley, 1998.
Fournier, Susan. “Consumers and Their Brands: Developing Relationship Theory in Consumer Research.” Journal of Consumer Research 24 (March 1998): 343–374.
Gladwell, Malcolm. “The Coolhunt.” The New Yorker, 17 May 1997.
———. The Tipping Point: How Little Things Can Make a Big Difference. New York: Little, Brown & Co., ...
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