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Book Title	Author(s)	Business Category	Brief Description

Green to Gold	Daniel C. Esty and Andrew S. Winston	Strategic Management	This book explores what every executive must know to manage today’s environmental challenges. Based on the authors’ years of experience and hundreds of interviews with corporate leaders around the world, the book shows how companies generate lasting value by building environmental thinking into their business strategies.
The Starfish and the Spider	Ori Brafman and Rod A. Beckstrom	Leadership	A spider has legs, a central body and a tiny head. Chop off the spider’s head and it dies. That’s what happens in a centralized organization with a clear leader in charge. A decentralized organization is more like a starfish — no head, only a decentralized network of cells. This book addresses the differences between the two organizational styles and why a smart business model contains parts of both.
Treasure Hunt	Michael J. Silverstein with John Butman	Marketing/Customer Service	Through detailed, individual spending portraits of middle class consumers, Silverstein explores the story of how people around the world are reshaping the consumer-goods market by trading down to low-price products and services, trading up to premium ones, and avoiding the boredom and low value that increasingly characterize the middle.
Know-How	Ram Charan	Leadership	Legendary executive adviser and author Ram Charan has developed an integrated, holistic approach to what executives and managers must do and be to become successful leaders. He has identified the skills that are required by today’s business leaders, the personal traits that can help or interfere with these skills, and the cognitive traits that can improve them.
Success Built to Last	Jerry Porras, Stewart Emery and Mark Thompson	Success/Career Techniques	Imagine discovering what successful people have in common, distilling it into a set of simple practices and using them to transform your company, your career and your life. Authored by three nationally acclaimed thought leaders in organizational development and self-improvement –– including Built to Last co-author Jerry Porras –– Success Built to Last challenges conventional wisdom at every step.
Leading at a Higher Level	Ken Blanchard	Leadership	Blanchard, a leading management consultant and author of The New York Times best seller The One Minute Manager, and his colleagues at the Ken Blanchard Companies have spent over 25 years helping leaders and organizations become great and remain great. Finally they have brought all of that knowledge together and distilled it into Leading at a Higher Level.
Mastering Business Negotiation	Roy J. Lewicki & Alexander Hiam	Success/Career Techniques	A valuable resource — grounded in solid research — for any leader or manager who needs practical strategies when conducting business negotiations. Lewicki and Hiam assert that the basic skills and techniques of what they call “the master negotiator” are essential for resolving conflicts, handling difficult conversations, protecting oneself against a competitor and managing good business deals.
Exceptional Selling	Jeff Thull	Sales	You may have the world’s greatest solution, but if you can’t communicate with relevancy, develop credibility and respect, and build clarity for your customers, your potential will be severely constrained. Leading-edge strategist Jeff Thull shows readers how to create a different kind of relationship with the customer and use powerful diagnostic principles to reframe the typical sales conversation.
Leading With Character	John J. Sosik	Leadership	Leading With Character offers a unique collection of fascinating stories about 25 famous leaders from business, history and pop culture such as John F. Kennedy, Brian Wilson, Rosa Parks, Joe Namath, Pat Tillman and Nelson Mandela to name a handful.
Wikinomics	Don Tapscott and Anthony D. Williams	Economics	Using the collaborative-software “wiki” concept as their theme, the authors address how the Internet’s social network offers new, decentralized ways to produce content, goods, services and profit.

Managing Customers as Investments	Sunil Gupta and Donald R. Lehmann	Financial/Accounting	In Managing Customers as Investments, business professors Sunil Gupta and Donald R. Lehmann offer a set of tools that shows you the correlation between your customer assets and the value of your firm. They explain the triggers that drive this value, and how to better manage your customers and, as a result, your shareholders’ wealth. They unlock the metrics, show you where you are and where you’re going, and provide you with the tools and tips to make your customer-related efforts more efficient
First in Thirst	Darren Rovell	Marketing/Customer Service	First in Thirst chronicles the rise of the sports-drink industry and the near-monopoly that Gatorade has built and maintained through savvy marketing and branding strategies. In First in Thirst, business journalist Darren Rovell offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps that have attended Gatorade’s reign as the 800-pound gorilla of the sports-drink scene.
Confidence	Rosabeth Moss Kanter	Leadership	Presidents, managers, coaches and even individuals have the power to choose how they deal with a loss, and whether they are going to allow it to be the beginning of a trend, or have the confidence to learn how to win next time. By studying winning and losing teams, companies and organizations, Harvard Business School Professor Rosabeth Moss Kanter has found the keys to confidence and the way to find it when it is lost. Confidence presents the new theory and practice of success, and explains why success and failure are not mere episodes but self-perpetuating trajectories.
Why Great Leaders Don’t Take Yes for an Answer	Michael A. Roberto	Leadership	In Why Great Leaders Don’t Take Yes for an Answer, Harvard Business School’s Michael Roberto shows company leaders how to stimulate honest, constructive dissent; use it to improve decisions; then align their entire organization behind those decisions. Drawing on extensive research, Roberto shows how to promote candor, leverage an organization’s wisdom, and build consensus that leads to effective action. He also presents examples from history while exploring how real organizations make real decisions, as well as how the decision process unfolds throughout the organization — not just in the executive suite.
Consultants & Advisers	Harold Lewis	Personnel/Human Resources	In Consultants & Advisers, independent consultant Harold Lewis presents an accessible resource for individuals, businesses and organizations on how to get the best value from the consultants they hire. Throughout, Lewis answers many common questions about getting outside help, and illustrates his advice with examples of both good and bad practices. He also provides a thorough examination of everything involved, from picking consultants to writing contracts to solving problems. Consultants & Advisers guides readers through the process of choosing and using consultants so they can secure the help they need and the results they intend.
The 360 Degree Leader	John C. Maxwell	Leadership	According to leadership expert John C. Maxwell, you can learn to develop your influence from wherever you are in the organization by becoming a 360-degree leader. You can learn to lead up, lead across and lead down. He writes that only 360-degree leaders influence people at every level of the organization, and by helping others, they help themselves. In The 360 Degree Leader, Maxwell explains that becoming a 360-degree leader is within the reach of anyone who possesses average or better leadership skills and is willing to work at it.
Bag the Elephant!	Steve Kaplan	Sales	f you are the owner of a small or medium-sized business, Bag the Elephant! will show you how to find the big company (or “Elephant”) that is right for your business and business needs, navigate your way through huge companies, identify and secure internal champions, build strong alliances, and position your selling approach for maximum effectiveness. Are you afraid that your company’s culture won’t be a good match for an Elephant’s culture? Business expert Steve Kaplan explains how to align them to get the most out of your relationship.
Loyalty Myths	Timothy L. Keiningham, Terry G. Vavra, Lerzan Aksoy and Henri Wallard	Marketing/Customer Service	Thousands of books and even more articles have been written about customer loyalty and everyone agrees that it is vital. But are they right? In Loyalty Myths, renowned authors from one of the world’s premier business research firms reveal the ugly truth about customer loyalty — almost everything you’ve been told about it is wrong! To set things straight, the authors critique 53 of the most common beliefs about customer loyalty and debunk them fully with hard science and even harder data. They also explain the essential truths of customer loyalty that every marketer should know.
Silos, Politics, and Turf Wars	Patrick Lencioni	Strategic Management	In Silos, Politics, and Turf Wars, bestselling author and acclaimed management expert Patrick Lencioni presents a dynamic leadership fable that reveals how organizations can overcome the “silos” that divide work units and paralyze performance. Lencioni also offers solutions to a key leadership issue — the impact of turf wars and political infighting on organizational effectiveness. Written in the form of a realistic but fictional story, Silos, Politics, and Turf Wars tackles a tough business issue in both an entertaining and instructive way.
Nobodies to Somebodies	Peter Han	Success/Career Techniques	Nobodies to Somebodies explores how many successful people found their true callings in a wide range of fields, and went from Nobodies to Somebodies. Based on interviews with 100 highly accomplished leaders — actors, CEOs, senators, scientists and others — Nobodies to Somebodies describes the early paths they traveled, the hard choices they made, and the lessons they learned along the way. Describing many extremely diverse career paths, it explores common themes and lessons that can help anyone eager to start a satisfying career.
The Search	John Battelle	Small Business/Entrepreneurship	In The Search, journalist and Wired co-founder John Battelle reveals exactly how Google triumphed over its rivals. He also digs into the big picture of how search engines are changing the way we shop, find entertainment, screen potential dates, hunt for jobs, and do just about everything else. The Search draws on more than 350 interviews with major players from Silicon Valley to Seattle to Wall Street, including Google co-founders Larry Page and Sergey Brin, CEO Eric Schmidt, and many others, and describes the implications of a world in which every click can be preserved forever.
Never Eat Alone	Keith Ferrazzi with Tahl Raz	Success/Career Techniques	In Never Eat Alone, marketing and sales consultant Keith Ferrazzi lays out the specific steps — and inner mind-set — he uses to reach out to connect with the thousands of colleagues, friends and associates on his Rolodex, and shows readers how to connect with the people they want to know. His advice covers topics such as handling rejection, getting past gatekeepers, becoming a “conference commando,” as well as the timeless strategies that separate desperate glad-handers from genuine relationship builders.
A Whole New Mind	Daniel H. Pink	Success/Career Techniques	Bestselling author Daniel H. Pink offers a fresh look at what it takes for individuals and organizations to move from the Information Age to the Conceptual Age in A Whole New Mind. He also reveals the six essential aptitudes — Design, Story, Symphony, Empathy, Play, and Meaning — on which professional success and personal fulfillment now depend. A Whole New Mind includes a series of tools, tips and hands-on exercises drawn from international experts that help readers sharpen their abilities, expand their minds, and enrich their lives.
The Well-Timed Strategy	Peter Navarro	Strategic Management	t’s not enough to understand the business cycle and the industry cycle. In The Well-Timed Strategy, Peter Navarro discusses today’s unprecedented level of macroeconomic turbulence – from oil price hikes to drought and disease. Whether an executive, a strategist or an investor, Navarro provides the tools to align every facet of business strategy, tactics and operations to reflect changing business conditions. Keeping in mind finance, supply chains, production, marketing, HR and more, the author outlines ways to profit from the chaos of business cycle volatility by implementing the appropriate strategy.
Blueprint to a Billion	David G. Thomson	Strategic Management	Microsoft, Google and eBay did it. And in David G. Thomson’s Blueprint to a Billion, he will tell you how to turn billion-dollar ideas into billion-dollar businesses. Based on three years of in-depth research, Thomson provides an assessment of the success pattern common across a distinct group of 387 “Blueprint Companies” that went from an initial public offering since 1980 and achieved $1 billion in revenue. Rather than focusing on one unique company, Thomson focuses on a quantifiable, success-based pattern -- independent of economic cycles or industries -- that winning companies follow to produce admirable, desirable performance.
Dealing With Darwin	Geoffrey A. Moore	Strategic Management	The Darwinian struggle to deliver profitable products and services ensues as competitive advantage gaps narrow. Geoffrey A. Moore, author of Crossing the Chasm and Inside the Tornado, looks at the challenges faced by today’s companies in this struggle. Moore gives advice to managers and leaders who need to understand their company’s role in its market ecosystem, along with what kind of differentiation will be most rewarded in the marketplace.
Small Giants	Bo Burlingham	Small Business/Entrepreneurship	Most books about successful businesses focus on public companies. But Inc. magazine Editor Bo Burlingham focuses on privately held companies marching to the beat of a different drum. In Small Giants, he profiles 14 of the best, including Anchor Brewing, CitiStorage, Clif Bar Inc., Righteous Babe Records, Reel Precision Manufacturing and Zingerman’s Community of Businesses. Burlingham takes readers inside these companies to determine the elusive “mojo” that makes them great.
The Giants of Sales	Tom Sant	Sales	Sales theories come and sales theories go, but nothing beats learning from the original masters. The Giants of Sales introduces readers to the techniques developed by four legendary sales giants – Dale Carnegie, John Patterson, Elmer Wheeler and Joe Girard – and offers concrete examples of how they still work in the 21st century.
Naked Conversations	Robert Scoble and Shel Israel	Marketing/Customer Service	Scoble and Israel argue that every business can benefit from smart "naked" blogging, whether the company is a small town plumbing operation or a multinational fashion house. By ignoring the “blogosphere” you ignore what others are saying about you, they write. The authors have assembled an enormous amount of information about blogging: from history and theory to comparisons among countries and industries. They also lay out the dos and don'ts of the medium and include extensive statistics, case studies and blogger interviews.
The Wizard and the Warrior	Lee G. Bolman and Terrence E. Deal	Leadership	Bestselling authors Lee Bolman and Terrence Deal give leaders the insight and courage they need to take risks on behalf of values they cherish and the people they guide. Great leaders must act both as wizard, calling on imagination, creativity, meaning and magic, and as warrior, mobilizing strength, courage and willingness to fight as necessary to fulfill their mission.
Satisfaction	Chris Denove and James D. Power IV	Strategic Management	Despite claims otherwise, Denove and Power write, “Most organizations have not made a significant and sustained commitment to customer satisfaction.” As a result, these organizations are losing money. This isn’t just another book about customer satisfaction, it’s an unlocked vault on years of closely guarded research data, surveys and feedback collected by J.D. Power and Associates, a name synonymous with measuring customer satisfaction and improving the bottom line.
The Triple Bottom Line	Andrew W. Savitz with Karl Weber	Strategic Management	Author Andrew Savitz approaches the concept of sustainability in three-part harmony, with a look at how businesses prosper financially while protecting and renewing the social, environmental and economic resources they need. He says they can fail if they do not tend to all three, and his claims are not without merit. With an eye to the Fortune 100 companies leading this movement, The Triple Bottom Line approaches sustainability as a “win-win-win.” prospect achievable in any industry.
Never Bet the Farm	Anthony L. Iaquinto and Stephen Spinelli Jr.	Small Business/Entrepreneurship	Entrepreneur: Be prepared. Never Bet the Farm celebrates entrepreneurship in its entirety, presenting a framework that can help entrepreneurs reduce risks and simplify decision-making. It is at once both encouraging and cautionary, but neither a textbook how-to nor an inspirational tome lacking substance. “We’re living in a world with unimaginable adversity and invisible threats,” writes Iaquinto. “Why should entrepreneurs be any different from a sailor who stows a well-stocked emergency pack or a mill worker who puts a little bit aside each month for a rainy day or a Boy Scout following his motto, ‘Be prepared?’”
The Ten Faces of Innovation	Tom Kelley with Jonathan Littman	Marketing/Customer Service	Building on The Art of Innovation, which celebrated the work culture that distinguishes his high-profile, award-winning industrial design firm IDEO, Kelley and coauthor Littman demonstrate how a culture of continuous innovation and renewal can be nurtured and sustained in Ten Faces. The authors look at 10 personas in the workplace, such as anthropologists, who contribute insights by observing human behavior; experimenters, who try new things; hurdlers, who surmount obstacles; collaborators, who bring people together and get things done; and caregivers, who anticipate and meet customer needs.
A Leader’s Legacy	James M. Kouzes and Barry Z. Posner	Leadership	A Leader’s Legacy is a compilation of powerful essays that explore the question of leadership and legacy. These essays are grouped into categories covering significance, relationships, aspirations and courage. The authors examine critical questions all leaders must ask themselves in order to leave a positive and lasting impact.
The Speed of Trust	Stephen M.R. Covey	Personal	According to Covey, trust is one of the essential elements of business, and the ability to create, preserve and restore trust has become one of the most important skills today, inside and outside the office. In The Speed of Trust, Covey gives his readers all the key tools to cultivating trust in their relationships, while offering up the wisdom of other great leaders on the topic.
Break from the Pack	Oren Harari	Strategic Management	To excel in the cramped business world today, individuals and organizations must learn when to leave the herd behind and break from the pack with fresh ideas and ahead-of-the-game innovation. Harari provides a four-pronged process in Break from the Pack for moving into the lead and leaving competition behind, while providing lively examples through the “Madonna Effect” and the “Willie Nelson Principle.” In what Harari calls a “Copycat Economy,” it is essential to differentiate as well as dominate in the growing market in order to succeed.
The Change Function	Pip Coburn	Marketing/Customer Service	Known for writing some of the liveliest reports on Wall Street, Coburn has identified how some technologies are blockbusters (such as the iPod), while others are losers from the starting gate (like the video phone). The Change Function writes off the “build it and they will come” mentality that so many technology companies adhere to, and shows that technology demands a change in habits—more specifically it demands a change in consumers, who are often uninterested in trading in the norm for something new.
The New American Workplace	James O’Toole and Edward E. Lawler III	Personnel/Human Resources	The U.S. government’s Work in America report received national acclaim and front-page coverage in media across the United States when it was published 30 years ago. In The New American Workplace, the long-awaited follow-up to the bestselling Work in America, authors James O’Toole and Edward E. Lawler III provide a comprehensive, authoritative picture of the state of the workplace today.
The Leader of the Future 2	Frances Hesselbein and Marshall Goldsmith	Leadership	Ten years after the bestselling The Leader of the Future hit the stands, comes this collection of essays from thought leaders of yesterday and today. Read Peter Drucker’s thoughts on executive leadership, R. Roosevelt Thomas Jr.’s theory of diversity management, General Eric K. Shinseki’s metaphor of one-eyed kings, Marshall Goldsmith’s words on leading new age professionals, and much more

World Out of Balance	Paul A. Laudicina	Strategic Management	In World Out of Balance, Paul A. Laudicina, the managing director of A.T. Kearney’s prestigious Business Policy Council, provides a practical framework for making sense of changes in the external environment and offers straightforward scenarios of how the future global business environment might evolve. His framework is based on what he has identified as five primary drivers of change — globalization, demographics, the new consumer, natural resources and the environment, and regulation and activism.
The Third Opinion	Dr. Saj-nicole A. Joni	Leadership	In recent years, authority has given way to influence. In The Third Opinion, Dr. Saj-nicole A. Joni explores how this raising of the leadership bar has given way to an even greater challenge for leaders — determining to whom they can turn when experienced, trustworthy advice is required. Some leaders might turn to colleagues inside the organization for help; others might call upon a trusted adviser outside the company. There is, however, another opinion for which most people never ask: the third opinion — the unvarnished insight of a loyal and diverse inner circle of advisers, experts and mentors.
Becoming a Category of One	Joe Calloway	Marketing/Customer Service	These days, so many companies strive to fit into a niche that they must elbow their way past a mass of competitors to do so. Why strive to be a leader in your category when you can create a different category and be the only one in it? Such are the lessons to be learned in Becoming a Category of One. By using consultant Joe Calloway’s tips and advice, you can avoid being “commoditized” and differentiate yourself and your business from your competitors simply by shifting focus to your customers.
The Dollarization Discipline	Jeffrey J. Fox and Richard C. Gregory	Sales	In The Dollarization Discipline, marketing guru Jeffrey J. Fox and management consultant Richard C. Gregory describe how organizations can measure and explain the financial impact of noncost benefits, including increased market share, increased sales volume, and increased pricing power. The authors explain that “dollarization” should be a discipline that businesses apply across a broad set of sales, marketing and management activities, forcing organizations to be customer-focused and customer-driven. Throughout The Dollarization Discipline, the authors describe how the difficult task of dollarization can be put into practice
Mass Affluence	Paul Nunes and Brian Johnson	Marketing/Customer Service	In Mass Affluence, customer management and marketing strategy experts Paul Nunes and Brian Johnson explain that we are witnessing a pendulum swing in marketing from “one-to-one” customer strategies back to mass marketing. But this is mass marketing with a twist: The targeted customers are not the middle class of the post-World War II era. They are richer yet more cautious consumers — and they won’t respond to the strategies that worked with their middle-class predecessors. Based on extensive consumer research and practical application within many industries, Mass Affluence outlines seven new rules of mass marketing aimed directly at what Nunes and Johnson call the “moneyed masses.”
Lion Taming	Steven L. Katz	Leadership	Lions are the people all around us with power, responsibility, authority and talent — as well as the people who may simply be preoccupied with gaining more power and authority. According to Steven L. Katz, a right-hand executive and senior adviser to leaders and executives across many types of organizations, lions are never tame, and you need strategies to deal with that. In Lion Taming, Katz explains that lion taming is really lion teaming, and helps get you inside the minds of the leaders, bosses and other tough customers in your life to communicate better and work more effectively together.
Renovate Before You Innovate	Sergio Zyman with Armin A. Brott	Marketing/Customer Service	Many companies rely too heavily on innovation to solve their problems, and they attempt to start over with something fresh to revive old and tired businesses. Innovation sounds great. But it is often the lazy approach to marketing, and it typically doesn’t work. In Renovate Before You Innovate, Sergio Zyman preaches the power of renovation to accelerate and sustain top-line growth. It starts with recapturing the essence of your existing brands, products and core competencies and doing more of the things that made your business great in the first place. It includes redefining your competitive space and creating preference for your business, and it provides the most compelling customer experience
The New Mainstream	Guy Garcia	Economics	A new America is emerging. As the multiculturalism of Hispanics, African Americans, Asians and new immigrants comes together, they forge a New Mainstream-based culture and economy that will soon overcome the Anglocentric “Old” Mainstream. Corporations, politicians, institutions and the media will not only have to accept and understand the New Mainstream, but they will have to embrace it and become part of it. In The New Mainstream, journalist and multimedia entrepreneur Guy Garcia offers a wake-up call and a road map to the new multicultural reality in America, creating a corporate survival guide for the uncharted markets of the 21st century.
Hardball	George Stalk and Rob Lachenauer	Strategic Management	Master strategists George Stalk and Rob Lachenauer predict that business competition will become so fierce over the next 10 years that marginal victories and short-term advantages will not be enough to keep a company thriving. In Hardball, they explain that winning will require relentless strategic execution focused on turning competitive advantages into decisive advantages that neutralize, marginalize and even punish rivals. Stalk and Lachenauer turn the experience they have developed during 25 years advising and observing a wide range of companies into a game plan for using hardball techniques.
Free Prize Inside!	Seth Godin	Marketing/Customer Service	A free prize is a game-changing soft innovation; a cool twist that doesn’t cost a fortune but transforms the way people think about your product or service. In Free Prize Inside!, marketing guru Seth Godin encourages readers to take on the challenge of doing the essential task of creating innovation. Godin explains that one cannot create innovation by building an organization that is automatically and effortlessly innovative. Instead, companies must develop innovation by creating a desire among individuals to do the difficult work that makes innovation happen.
Time Traps	Todd M. Duncan	Success/Career Techniques	In Time Traps, sales expert Todd Duncan explains all the traps that steal your time, and shows why you should abandon the pointless pursuit of time management and, instead, adopt a far more actionable approach: task management. He explains that by focusing your time better you can make more money and have more free time — at the same time. Duncan challenges you to invest your time in the areas that will truly deliver dividends: your health, your financial fitness, your relationships, your knowledge and your purpose.
The Art of the Start	Guy Kawasaki	Small Business/Entrepreneurship	In The Art of the Start, Guy Kawasaki writes that his goal is to help you use your knowledge, love and determination to create something great without getting bogged down in theory and unnecessary details. At Apple in the 1980s, Kawasaki turned ordinary consumers into evangelists. As founder and CEO of Garage Technology Ventures, he has field-tested his ideas with dozens of newly hatched companies. In The Art of the Start, Kawasaki takes you through every phase of creating a business, from the very basics of raising money and designing a business model through the many stages that will eventually lead your company to doing the right thing and giving back to society.
The Wisdom of Crowds	James Surowiecki	Leadership	When individuals in a crowd are appropriately diverse, independent and decentralized, their aggregated decisions are surprisingly on point. With this knowledge, the power of groups can be used to find unknown answers and determine how to coordinate behavior and cooperate in all areas of society. Our everyday activities, our government and our economy are all affected by the power of crowds, and when things go awry, it is often because one of the key elements of an intelligent crowd is missing or underexpressed. In The Wisdom of Crowds, journalist James Surowiecki explores the underlying implications of the idea that large groups of people are smarter than an elite few, no matter how brilliant.
Blink	Malcolm Gladwell	Leadership	Blink is about how we think without thinking, about choices that seem to be made in an instant — in the blink of an eye — that actually aren’t as simple as they seem, and about those instantaneous decisions that are impossible to explain to others. In Blink, staff writer from The New Yorker Malcolm Gladwell reveals that great decision makers aren’t those who process the most information or spend the most time deliberating, but those who have perfected the art of “thin-slicing” — filtering the very few factors that matter from an overwhelming number of variables.
The 7 Hidden Reasons Employees Leave	Leigh Branham	Personnel/Human Resources	In The 7 Hidden Reasons Employees Leave, employee-retention expert Leigh Branham knocks down the wall that separates employee from employer — and even management from senior leadership — in an effort to forge an open discussion on employee disengagement and what organizations need to recognize and actively pursue in order to retain their best and brightest people. Using a voluminous amount of interview and survey data, Branham isolates each reason, tells companies what to look for, and translates the needs and desires of employers and employees into a common language, enabling companies and employees to better understand one another.
Brand Hijack	Alex Wipperfürth	Marketing/Customer Service	In Brand Hijack, marketing consultant Alex Wipperfürth offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses familiar industry crises such as media saturation, consumer evolution and the erosion of image marketing. The purpose of Brand Hijack is to demystify the modern brand and make the next generation of marketing both practical and actionable. Brand hijacking relies on a radical concept — letting go.
No Substitute for Victory	Theodore Kinni and Donna Kinni