Everett M. Rogers is the grand old man in diffusion theory and he gives an excellent account of how innovations diffuse from the innovator into wider society and what obstacles prevents even the best idea to come alive.

The best book on why you should build your world view on facts and how to do it. Recommended read by Sonny Soewarta.

Stresses the importance of communicating with the modern consumer.

The sometime chairman of Ted Bates writes about what makes advertising work and is the first to describe the concept of the USP. Recommended read by Vincent O’Brien.

The book stresses the importance of really understanding modern consumer behaviour.

A great account of what a good strategy is and what components are needed to make it robust.