Business Research Guide: BUSI 438

Module 1

• Read: The Right Way to Build Your Brand by Martin, Schwarz, and Turner
• Read: A New Approach to Building Your Personal Brand by Avery and Greenwald
• Read: Extreme Trust: The New Competitive Advantage by Peppers and Rogers

Module 2

• Read: No One is Above the Laws of Branding by Cufr
• Read: A Study of 597 Logos Shows Which Kind is Most Effective by Luffarelli, Mukesh, and Mahmood
• Read: Research: Do you Know What Signals Your Logo’s Colors are Sending? By Luffarelli and Celhay
• Read: Trust in the Age of Transparency by Kirby

Module 3

• Read: A Better Way to Map Brand Strategy by Dawar and Bagga
• Read: Tuning in to the Voice of Your Customer by Allen, Reichheld, and Hamilton
• Read: Better Brand Management Through Design Thinking by Pamfilie and Croitoru

Module 4

• Read: Lead for Loyalty by Reichheld
• Read: The One Number You Need to grow by Reichheld
• Read: Loyalty-Based Management by Reichheld

Module 5

• Read: Attract New Customers Without Alienating Your Old Ones by Hamilton and Wilson
• Read: Brand Extension Strategies that Drive Market Expansion by Heinrich
• Read: Why a Strong Brand Portfolio is Crucial for Success by Neugut
• Read: Avoid the Four Perils of CRM by Rigby, Reichheld, and Shefter

Module 6

• Read: How Valuable is Word of Mouth by Kumar, Petersen, and Leone
• Read: Branding in the Age of Social Media by Holt
• Read: Four Questions to Boost Your Social Media Marketing by Prahalad and Ananthanarayanan
• Read: Loyalty and the Renaissance of Marketing by Reichheld

Module 7

• Read: How AI Can Power Brand Management by Freitas and Ofek
• Read: Is Your CRM as Intelligent as It Should Be? by Vickers
• Read: Moving the Needle on Sustainability by Challagalla and Dalsace

Module 8

• Read: How to Improve your Brand Health with Repositioning by Heinrich
• Read: Brand Equity Explained: How to Build and Measure Success by Allen
• Read: How Brand Building and Performance Marketing Can Work Together by Stengel, Lamberton, and Favaro

When researching brands, consumer products, and relevant marketing principles, it is highly recommended that you use topic-specific databases in order to do specialized searching. Here are a few good ones with which you might begin your research.