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Reading Lists |
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Reading Lists |
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| Good
investments in your career
Isn’t it amazing how each year, a new crop of "hot" business books offer solutions to old problems at $35.99 and the following year, the same books are remaindered for $5.99? This reading list is comprised of business and reference books that have stood the test of time, or, I predict, will be around years from now, at full price. Many date to back to the 1990s and the 1980s—the equivalent of when the dinosaurs roamed the earth as measured by today’s Internet time. The list below defies the "Garage Sale Test: after flipping through them, I put them back in their rightful place on the bookshelf. Couldn't sell them. Their concepts are still relevant; their ideas are still useful.
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| Branding & Positioning
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 Differentiate
or Die: Survival in Our Era of Killer Competition, Jack Trout, John
Wiley & Sons, New York, N.Y., 2000. Soft cover, 230 pages.
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| Change
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 Future
Edge: Discovering the new Paradigms of Success, Joel Arthur Barker,
William Morrow and Company, New York, N.Y., 1992. Hardcover, 192 pages.
OUT OF PRINT; get a used copy on Barnesandnoble.com or Amazon.com
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| Change Communication
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 The
Heart of Change, John P. Kotter, Harvard Business School Press,
Boston, Massachusetts, 2002. Hardcover, 192 pages.
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| Creativity
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 The
Innovator’s Handbook: the Skills of Innovating Management, Vincent
Nolan, Penguin, London, England, 1989. Soft cover, 325 pages. OUT OF
PRINT; get a used copy on Barnesandnoble.com or Amazon.com
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Public Relations
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 This
is PR: the Realities of Public Relations, 8th Edition,
Doug Newsom, Dean Kruckeberg, Judy Van Slyke Turk, Wadsworth, 2003. Soft
cover, 432 pages.
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Print Production
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Writing
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Reporting, (Fourth Edition), Mitchell V. Charnley and Blair
Charnley, Holt, Rinehart and Winston, New York, N.Y., 1979. Soft cover,
432 pages.
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Trout
on Strategy: Capturing Mindshare, Conquering Markets, Jack Trout,
McGraw-Hill, New York, N.Y., 2004. Hardcover, 156 pages. 
Positioning:
the Battle for Your Mind, 20th Anniversary Edition,
Al Ries and Jack Trout, McGraw-Hill, New York, N.Y., 2000. Hardcover,
224 pages. 
The
22 Immutable Laws of Branding, Al Ries and Laura Ries,
HarperBusiness, New York, N.Y., 1998. Hardcover, 181 pages.
The
Human Factor, Kim Vicente, Vintage Canada, Toronto, Ontario, 2004.
Soft cover, 368 pages.
Communicating
for Change: Connecting the Workplace with the Marketplace, Roger D’Aprix,
Jossey-Bass, California, 1996. Hardcover, 158 pages.
Communicating
Change: Winning Employee Support for New Business Goals, T.J. Larkin
and Sandar Larkin, McGraw-Hill, New York, N.Y., 1994. Hardcover, 252
pages.
The
Customer Comes Second, Hal F. Rosenbluth and Diane McFerrin Peters,
William Morrow, New York, N.Y., 1992. Soft cover, 240 pages.
A
Whack on the Side of the Head, Roger von Oech, Warner, New York,
N.Y., 1998. Soft cover, 196 pages.
A
Kick in the Seat of the Pants, Harper & Row, New York, N.Y.,
1986. Soft cover, 153 pages. OUT OF PRINT; get a used copy on
Barnesandnoble.com or Amazon.com
The
Fall of Advertising and the Rise of PR, Al Ries and Laura Ries,
HarperBusiness, New York, N.Y., 2002. Hardcover, 295 pages.
Effective
Public Relations, 8th Edition, Scot M. Cutlip, Allen H.
Center, and Glen M. Broom, Prentice-Hall, New York, N.Y., 1999.
Hardcover, 608 pages.
The
Practice of Public Relations, Fraser Seitel, Prentice Hall, New
York, N.Y., 2003. Hardcover, 608 pages.
Pocket Pal: a Graphic Arts Production Handbook, , International
Paper, Memphis, Tennessee, 2003. It's now in its 19th edition, and covers
digital printing techniques. You can order it at 
On
Writing Well, 25th Anniversary Edition, William Knowlton
K. Zinsser, HarperCollins, New York, N.Y., 2001. Soft cover, 320 pages.
The
Craft of Interviewing, John Joseph Brady, Knopf, New York, N.Y.,
1977. Soft cover, 244 pages.