Market Segmentation — Malcolm McDonald
A structured foundation for selecting customers; dense in places. Aaker’s Strategic Marketing Management and Fader’s Customer Centricity offer complementary perspectives.
Recommended reading
Marketing
Connect customer selection, brand management and service experience to commercial objectives.
Interactive Services Marketing — Fisk, Grove & John
Focuses on customer–employee interaction. Extend with Zeithaml and co-authors, Grönroos, and The Service Profit Chain.
Brand Babble — Schultz & Schultz
Challenges vague branding claims. Balance its critique with Building Strong Brands and How Brands Grow.
The Sponsorship Seeker’s Toolkit — Skildum-Reid & Grey
Practical sponsorship preparation and relationship management; supplement with measurement and digital-channel considerations.
How to use this reading
Begin with the relevant management problem, then pair foundational reading with evidence and sector-specific application. Older examples need context.