Professional Documents
Culture Documents
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Required Reading
The Israel Brand Nation Marketing under constant conflict/
Rommey Hassman/ Tel Aviv University, 2008
{On nation marketing}
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/
SAGE Publications, 2002; Second Edition/ ISBN 0-7619-2434-5
{On social marketing}
No Place for Amateurs/ Dennis Johnson/ Routledge, 2001/
ISBN 0-415-92836-2
{On political marketing}
Recommended Reading
SOFT Power/ Joseph S. Nye/ Public Affairs, 2004/
ISBN 1-58648-225-4
{On public diplomacy}
The Crisis Counselor/ Jeffery Caponigro/ Contemporary Books, 2000/
ISBN 0-8092-2490-9
{On crisis management}
SPIN This/ Bill Press/ Pocket Books, 2001/ ISBN 0-7434-4267-9
{On political marketing, PR & Spin}
Conceptual Reading
The Art of Strategy [The Art of War/ Sun Tzu]/ R.L.Wing/ A Dolphin Book,
Doubleday, 1988/ ISBN 0-385-23784-7
{On strategy}
Alexander the Great's Art of Strategy/ Partha Bose/
Gotham Books, 2003/ ISBN 1-59240-06-X
{On strategy}
The Tipping Point/ Malcolm Gladwell/ Little, Brown & Co, 2002/
ISBN 0-316-31696-2
{On viral marketing}
How Brands Become Icons/ D.B. Holt/ Harvard BSP, 2004/
ISBN 1-57851-774-5
{On branding}
Corporate Social Responsibility/ P. Kotler, N. Lee/ J. Wiley, 2005/
ISBN 0-471-47611-0 {On social marketing}