(BUS 13) Supplemental Reading Suggestions

Brooks, Frederick P., Jr. The Mythical Man-Month: Essays on Software Engineering. Reading, Massachusetts: Addison-Wesley Publishing Company, 1975. This is the classic work on how to manage a large project. Many more people claim to have read the book than actually implement what it prescribes.

Caples, John. How to Make Your Advertising Make Money. Englewood Cliffs, New Jersey: Prentice Hall, 1983. The second book I would read on advertising, Ogilvy (below) would be the first.

Drucker, Peter F. The Effective Executive. New York: HarperBusiness, 1966, 1993. An excellent book on time management for the executive. It was written during a time when essentially all managers were men, so ladies should be forewarned that a couple examples would be considered sexist by today's standards. Don't let that put you off; it's an excellent book.

Kotler, Philip. Marketing Management: Analysis, Planning, Implementation, and Control. New Jersey: Prentice Hall, 1994. Currently available in the 8th edition or greater. This is the classic textbook covering all aspects of marketing. It's an excellent source for those wanting a more comprehensive overview than possible in this short class. I use it as a reference.

Moore, Geoffrey A. Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers. New York: HarperBusiness, 1991. Great ideas and strategies for almost every Silicon Valley marketing manager.

Ogilvy, David. Ogilvy on Advertising. New York: Crown Publishers, Inc., 1983. Easy, entertaining and highly informative. He's one of the foremost advertising men of all time, and he really cuts through all the bull. Ogilvy's traditional ad layout was the basis for all advertising at Banner Blue.

Porter, Michael E. Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: The Free Press, 1980. The source book for much of the material covered in this class.