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.