Heskett Column - What's Driving the "New Marketing?" ADD RES

Articles

Items marked with the HBS shield () are available online only to HBS alumni subscribers to the eBaker Research Center and to current HBS faculty, students, and staff.

"Brandaq: The End of Marketing." by Jeff Belle, Fast Company, April 2002.

"Customer Retention is Not Enough." (free registration required) Stephanie Coyles and Timothy C. Gokey, The McKinsey Quarterly, 2002.

"Seeing the Whole Elephant." Mohanbir Sawhney, CIO, April 15, 2002.

"Online Behavior: A Brand Builder's Best Friend."
Pharmaceutical Executive, April 2002.

Books and Other Media

Marketing Moves, by Philip Kotler, Dipak C. Jain, and Suvit Maesincee.
Harvard Business School Press, 2002.
(Includes an excerpt of chapter one.)

Total Access, by Regis McKenna
Harvard Business School Press, 2002.

Gonzo Marketing: Winning through Worst Practices, by Christopher Locke
Perseus Publishing, October 2001.