• THE PRINCE by Niccolo Machiavelli
"Still the best treatise on dealing with politics and organizations."
• ZEN AND THE ART OF MOTORCYCLE MAINTENANCE by Robert Pirsig
"A cult book that should be more widely read--the discussion of the meaning of quality is outstanding."
• KING LEAR by William Shakepeare
"An outstanding play about the exercise of power."
• PERSUASION IN MARKETING by Horace Schwerin and Henry Newell
"Probably the best summary ever written of what works and does not work when trying to persuade consumers in mass markets."
• THE DISCIPLINE OF LEADERS by Michael Treacy and Fred Wiersema
"Although showing its age, this book is still among the best at describing the characteristics that make companies great."
• MOMENTS OF TRUTH by Jan Carlzon
"An outstanding discussion of what quality and customer service really mean."
• THE PROFIT ZONE by Adrian Slywotzky, David Morrison, and Bob Andelman
"An overview of how firm's make money. Offers useful insights into alternative business models that stimulates thought about how to define a business."
• DEVIL TAKE THE HINDMOST: A HISTORY OF FINANCIAL SPECULATION by Edward Chancellor
"A useful discussion on "irrational exuberance" that provides some perspective for those trying to understand the late 1990's investment binge."
• THE COMPANY: A SHORT HISTORY OF A REVOLUTIONARY IDEA by John Micklethwait and Adrian Wooldridge
"Companies exist for very good reasons and play important roles in society. This book tells us how they came to be."
• WHO SAYS ELEPHANTS CAN'T DANCE? INSIDE IBM'S HISTORIC TURNAROUND by Louis Gerstner, Jr.
"There are a lot of good books about management success. This one is not so much a tribute to the personality of the manager as it is a story of creative transformation of a company."
David W. Stewart, Ph.D. is the Robert E. Brooker Professor of Marketing and Deputy Dean of the Marshall School of Business at the University of Southern California. He previously served as the Chairman of the Department of Marketing in the Marshall School. Prior to moving to Southern California in 1986, he was senior associate dean and associate professor of marketing at the Owen Graduate School of Management, Vanderbilt University. Dr. Stewart is the immediate past editor of the Journal of Marketing. Dr. Stewart has authored or co-authored more than 150 publications and six books. His research has examined a wide range of issues including marketing strategy, the analysis of markets, consumer information search and decision making, effectiveness of marketing communications, and methodological approaches to the analysis of marketing data. Professor Stewart's experience includes work as a manager of research for Needham, Harper, and Steers Advertising, Chicago (now DDB) and consulting projects for a wide range of organizations.