Books & Research Papers we recommend

Contagious - by Jonah Berger

professor at the Wharton School, wrote this book on his fascinating research describing why things catch on

Hooked by Nir Eyal

who earned his stripes in advertising and the gaming industry, wrote down his experiences and research on how to create habit-forming products. Great read for product managers.

‘Thinking, fast and slow’ by Daniel Kahneman

Nobel prize winner for his ground-breaking research into what is now called behavioural economics. Offers a ton of insights on how our brain works and how we as consumers make decisions.

‘How brands grow’ by Byron Sharp

Marketing Professor at the University of South Australia has changed how the world thinks about brands and loyalty by rigorously applying the scientific method to the standing marketing beliefs.

‘Influence’ by Robert Cialdini

professor at the Arizona State University & Stanford, compiled his research on how to influence others in this fascinating book.

‘Made to Stick’ by Chip and Dan Heath

two brothers, one teaching at Duke University, the other at Stanford. Together they combined their insights and research in this book on how to make a message stick with the audience.

‘Nudge’ by Richard Thaler and Cass Sunstein

two distinguished professors wrote the book on how positive reinforcement and indirect suggestions can influence the behaviour and decision making of groups and individuals

‘Positioning, the battle for your brain’ by Al Ries and Jack Trout

two advertising and marketing guru’s, who combined their experiences in an interesting read on how to position a product or a service.

‘Predictably Irrational’ by Dan Ariely

professor at Duke University, shares his research on what hidden forces shape our decisions.

'Social Physics’ by Alex Pentland

professor at MIT, dives into the fascinating world of how ideas spread. Based on the digital footprint we leave, there is so much to learn.

‘Strategic Marketing Management’ by Alexander Chernev

professor at the Kellogg School of Management, has written this education textbook on Strategic Marketing, giving a solid overview of all the concepts you need in this line of work.

‘Strategic Marketing, creating competitive advantage’ by Douglas West

John Ford and Essam Ibrahim. An educational textbook on how to create and sustain a competitive advantage.

‘The paradox of choice’ by Barry Schwartz

professor at Swarthmore College sheds light at why too much choice is paralysing and even causes anxiety.

‘The power of habit’ by Charles Duhigg

a reporter at the New York Times, used his journalistic skill to combine a lot of scientific research on what forms habits and how this influences our lives.

‘The Lean Startup’ by Eric Ries

an American Entrepreneur condensed his experience in this fascinating book on how to start a company applying the Lean principles.