• PAPILLON by Henri Charriere
"The true story of Henri Charriere's escape from Devil's Island. A riveting, harrowing, at times funny book that you'll project yourself into as the Butterfly engineers a desperate flight to freedom."
• PRESTON FALLS by David Gates
"David Gates' second book about an average guy who disintegrates from - is it boredom, circumstances or a fatal character flaw? Gates' main characters are always married with children, with problems that creep up rather than leap out at you."
• DAMAGE by Josephine Hart
"A novel by Josephine Hart that was so good that Louis Malle essentially shot it page by page in the great film of the same name. A British Cabinet Member is enveloped in adultery of the worst kind."
• THE MAN WHO WAS LATE by Louis Begley
"Louis Begley's second and best book. His main characters tend to be attorneys who, despite being into middle age, possess a tremendous vitality, drive, and joie de vivre. They find the world of corporate law an arena easier conquered than life itself. Begley's entire oeuvre occupies a prized place on my bookshelf."
• ON THE ROAD by Jack Kerouac
"Written by Jack Kerouac, father of the Beat generation, this book has been more written and talked about, than read. This is the classic story of Sal Paradise (Kerouac) following Dean Moriarty across North America in search of …well, you decide. Kerouac's style, offputting to many in the mainstream, has paved the way for modern writing."
• BRAND LEADERSHIP by David Aaker & Erich Joachimsthaler
"Any of David Aaker's books about brand equity or strategic marketing are worth reading, but this, written with Erich Joachimsthaler, is the latest and the best. Describes "brand architecture," an integrative concept pulling together many pieces of branding theory."
• THE 22 IMMUTABLE LAWS OF BRANDING by Al Ries & Laura Ries
"The Ries's take the devil's advocate position: line extensions usually dilute the base brand and thereby shorten its life. A fast read, rich in content; you'll counterargue the authors, but in the end they'll wear you down."
• MANAGING WITH A GLOBAL MINDSET by Jean-Pierre Jeannet
"Written by my colleague, this book captures the original frameworks J-P has employed around the world in his consulting, and in his teaching at Babson and IMD."
• PERMISSION MARKETING by Seth Godin
"Godin, a VP at Yahoo! when he wrote the book, honed the science of opt-in e-mail. The book leverages off everything you already knew about marketing, but updates this to the New Economy. A must read if your MBA is pre-1995."
• DESIGN AND MARKETING OF NEW PRODUCTS by Glen Urban & John Hauser
"Marketing has been defined as a mixture of art and science. This book proves it and gives you models you can actually use in practice, even if you don't happen to have extensive data."
Robert Kopp is an Associate Professor of Marketing at Babson College. Prior to joining the Babson faculty in 1983, Robb Kopp learned marketing in the "streets" with Hertz Corporation, Richardson-Vicks and Royal Business Machines. The author of several books, articles and case studies, he is currently on sabbatical developing a new managerial text on brand equity. He is a product of Hiram College, Columbia University (MBA 70) and Harvard Business School (DBA 84).