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Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR
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Eclectic Reading List by Professor Nader Tavassoli – London Business School BSR

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What are London Business School lecturers interested in reading? Professor Nader Tavasoli takes us through his diverse reading list, including wide ranging topics such as consumer behaviour across …

What are London Business School lecturers interested in reading? Professor Nader Tavasoli takes us through his diverse reading list, including wide ranging topics such as consumer behaviour across cultures and communication effectiveness.

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  • 1. Eclectic Reading List If ever a field of study was both science and art, marketing seems to fit the bill. Which may be why Nader Tavassoli has a keen interest in diverse subjects: branding, consumer cognition, communication effectiveness, consumer behaviour across cultures and several others. What keeps his mind open to a constant flow of new possibilities? As you’ll see by his suggested top ten list of books to read, Tavassoli believes strongly in delving into the arts and sciences© Copyright 2012 London Business School
  • 2. Joint 01 On the Origin of SpeciesCharles DarwinWriting in a style unheard of in his time, Darwin elucidated his theories ofevolution succinctly and in the common tongue. Reading through the book, I wasstruck by Darwin’s incredible power of observation. Yet the book is more than adiary of discovery; his writing on science is matched by his powerful and cleararguments. This is a case study in how to market one’s ideas, though the authorcreated this over a century and a half ago.(416 pages, Wordsworth Editions Ltd, 1998)BUSINESS STRATEGY REVIEW 1
  • 3. Joint 01 The Spirit of LawsCharles de Secondat, Baron de MontesquieuThe thoughts of Montesquieu have been said to rival those of Locke and Hobbes,yet are rarely referenced. Montesquieu helped advance the thinking of the 18thcentury ‘Age of Enlightenment’, and this work is considered a central text to hisage and way of thinking. Its tenets outline constitutionalism and what, ultimately,the roles of laws must be in order to be successful and protect civil liberties. Thefounding fathers of the United States believed in the power of Montesquieu’sthoughts; many would argue this book is just as applicable today.(700 pages, Prometheus Books, 2002)BUSINESS STRATEGY REVIEW 2
  • 4. 02 The Essential Drucker:The Best of Sixty Years of Peter Drucker’s Essential Writings onManagementPeter F. DruckerThough authors of other business books may disagree, many readers feel that all managementbooks are derived from the seminal works of Peter Drucker. Laying the groundwork for 20thcentury (and beyond) thinkers and leaders, Drucker expounds on what the focus of amanager’s work should be, how to create a successful practice and methods to tackle themost challenging of business problems. As relevant today as it was in past decades, this book’sencapsulation of Drucker’s major thoughts will fuel executives for many years to come.(368 pages, Harper Business, 2008) BUSINESS STRATEGY REVIEW 3
  • 5. 03 Ogilvy on AdvertisingDavid OgilvyOgilvy had strong ideas about being a businessman in the marketing field. Hisideas were proven to be exceedingly successful, as he went on to create one ofthe world’s largest advertising companies after starting with an extremely smallstaff. Anyone with an interest in advertising, whether personal or professional,should read this insider’s guide to the world of selling a product. With anengaging writing style and numerous examples of advertisements, this book willpull you in until the very end while slyly teaching you invaluable business lessons.(224 pages, Prion Books Ltd, 2007)BUSINESS STRATEGY REVIEW 4
  • 6. 04 The Visual Display ofQuantitative InformationEdward R. TufteA pioneer in the field of data visualisation, Tufte, a retired Yale professor, providesdetails on how to present data in a compelling and meaningful way. In this age ofmultiple media formats and numbers at every turn, Tufte’s teachings on how to bestgraphically represent ideas are invaluable. Through the removal of gratuitousgraphics, one’s message can become stronger, more compelling and more successful.Packed with superb illustrations that complement his writing, this book shows anyonewho needs to present data in a visual format how to create an efficient design.(200 pages, Graphics Press USA, 2nd edition, 2001) BUSINESS STRATEGY REVIEW 5
  • 7. 05 The Dilbert Principle Scott Adams Drawing upon his own experience (as well as lessons from readers who sent in their own stories), Adams provides an insightful look at the effectiveness of (or obstacles to) modern business practices. Leveraging the power of humour as a teaching tool, this book can provide a laugh as well as instil methods on how to run an office both efficiently and gently. By learning what not to do in business, professionals can sidestep the hurdles that keep so many managers from improving. Text interspersed with classic Dilbert cartoons provides a pithy understanding of the practices of modern corporations. (352 pages, Boxtree Ltd, 2000)BUSINESS STRATEGY REVIEW 6
  • 8. 06 The Fortune at the Bottom of thePyramid:Eradicating Poverty Through ProfitsC.K. PrahaladThe author’s goal is to create and explain new business models that can, and must, address the culturaland economic problems facing 80 per cent of the world’s population — those who live with incrediblylimited means. Citing the fact that four billion people live on $2 a day, he argues that this ‘bottom of thepyramid’ group is a newly challenging market for the business world. He argues that it is also one inwhich people on every level must be involved. Providing a framework for private sector involvement,numerous case studies of principles in action and principles for innovation in such markets, Prahaladmakes a compelling case that poverty can be eradicated but that it cannot happen withoutmultinational company involvement. This book illustrates new business models that make a difference.(432 pages, Prentice Hall, 2009) BUSINESS STRATEGY REVIEW 7
  • 9. 07 Uncommon Practice:People Who Deliver a Great Brand Experience[edited by] Shaun Smith and Andy MilliganThis book goes straight to the heart of modern businesses, seeking to explainwhat makes them great — fantastic customer experience and commitment.Following 19 successful businesses (many of which are now common namessuch as Amazon), the authors rely on stories straight from the companies’executives rather than using an objective reporting style. Quotable and rich withexamples on how best to pay attention to your customers, Uncommon Practicecan help you pay more attention to the people who actually create your company— the consumers.(192 pages, Financial Times/ Prentice Hall, 2002)BUSINESS STRATEGY REVIEW 8
  • 10. 08 Eating the Big Fish:How Challenger Brands Can Compete Against Brand LeadersAdam MorganIf you find your company in a second- or third-place position in your market, it’stempting to copy what the leaders are doing. This book asserts that this strategywill sink, rather than raise, you. Examining 40 ‘challenger-brands’ (or whatMorgan calls ‘second-raters’), Eating the Big Fish will help your company morphits position into a more fruitful one. The book includes plentiful examples ofmarketing strategies employed by second-raters that will help fuel yourcompany’s innovation, flexibility and alternative strategies. With this book in yourarsenal, constructing a path to the top has never been easier.(368 pages, John Wiley & Sons, 2009)BUSINESS STRATEGY REVIEW 9
  • 11. 09 The Long Tail:How Endless Choice is Creating Unlimited DemandChris AndersonInitially, Anderson wrote an essay for Wired magazine on how the Internet istransforming modern business — how a company’s success is no longer built onhigh-volume sales of a few items but rather on multiple lower-volume sales ofnumerous products. Following the essay’s huge success, The Long Tail was born.The author asserts that today’s markets are flooded with abundance and that thecompanies to bet on are the ones that embrace this fact. Filled with marketingadvice, dot-com business models, economic philosophy and more, this bookcould change the way you approach selling your products.(256 pages, Random House Business Books, 2007)BUSINESS STRATEGY REVIEW 10
  • 12. 10 Influence: The Psychology of Persuasion Robert B. Cialdini One need look no further for a guide to consumer behaviour and the psychology of persuasion than this book. Rather than delivering only persuasive techniques, Influence also combines them with the ethics and morals of persuasive sales. Additionally, Cialdini includes the information he gleaned from a three-year study (in both the private and public sectors) on what motivates people to change their behaviours. Utilising the ‘six principles of influence and persuasion’, readers are guided on how to modify their unconscious thoughts to become better buyers and sellers in today’s competitive world. (336 pages, Harper Business, revised edition, 2007)BUSINESS STRATEGY REVIEW 11
  • 13. This report was part of Business Strategy Review, Volume 23 Issue 1 - 2012 Visit the website www.london.edu/bsrBUSINESS STRATEGY REVIEW 12

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