In each section, books are listed in a recommended reading order.

I do not endorse any bookseller. I try my best to find sources that are not a bookseller. But sometimes, Google Books does not have that books yet.

Please enjoy!!!

Note: my book recommendations do not reflect the viewpoints of any of my affiliated organizations, but mine alone.

General

• Heuristics and Biases: The Psychology of Intuitive Judgment - Daniel Kahneman, Thomas Gilovich, Dale Griffin (2002)
• Blink: The Power of Thinking Without Thinking - Malcolm Gladwell (2007)
• Outliers The Story of Success - Malcolm Gladwell (2008)
• Thinking, Fast and Slow - Daniel Kahneman (2011)
• The Power of Habit: Why We Do What We Do in Life and Business - Charles Duhigg (2012)
• The Tipping Point: How Little Things Can Make a Big Difference Malcolm Gladwell (2000)
• Incerto: Fooled by Randomness / The Black Swan / The Bed of Procrustes / Antifragile / Skin in the Game - Nassim Nicholas Taleb (2019)
• The Book of Why - Judea Pearl (2018)
• Ubiquity - Mark Buchanan (2002)
• Critical Mass - Philip Ball (2006)
• Why Most Things Fail - Paul Ormerod (2007)
• The Undoing Project - Michael Lewis (2016)
• The Selfish Gene - Richard Dawkins (1976)
• Critical Mass How One Thing Leads to Another
• The Singularity is Near - Ray Kurzweil (2005)
• The Seven Deadly Sins of Psychology - Chris Chambers (2017)
• The Quick Fix: Why Fad Psychology Can’t Cure Our Social Ills - Jesse Singal (2021)
• Chaos: Making a New Science - James Gleick (2008)
• The Pragmatic Programmer - Andy Hunt and Dave Thomas (2020)
• The Singularity Is Near: When Humans Transcend Biology - Ray Kurzweil (2005)
• The Singularity Is Nearer: When We Merge with AI - Ray Kurzweil (2024)
• Power and Progress: Our Thousand-Year Struggle Over Technology and Prosperity - Daron Acemoglu, Simon Johnson (2023)

Marketing

Brand Equity

• Managing Brand Equity - David Aaker (1991)
• Brand Equity & Advertising - David Aaker (1993)
• Brand Leadership - David Aaker (2000)
• Kellog on Branding - Tim Calkins (2005)
• Lovemarks - Kevin Roberts (2005)
• Brand Relevance - David Aaker (2010)
• Aaker on Branding - David Aaker (2014)

Relevant Knowledge Series (MSI)

• Branding and Brand Equity - Kevin Lane Keller (2002)
• Assessing Marketing Strategy Performance (2004)
• Essential Readings in Marketing - Leigh McAlister (2006)
• Marketing Metrics and Financial Performance - Donald R. Lehmann (2006)
• Social Networks and Marketing - Christophe Van den Bulte (2007)

Social Network

• Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives - James H. Fowler and Nicholas Christakis (2009)
• Contagious - Jonah Berger (2013)
• Invisible Influence - Jonah Berger (2016)
• Breaking the Social Media Prism - Chris Bail (2021)

Management

• The Cost of Talent - Derek Bok (1993)
• Searching for a Corporate Savior - Rakes Khurana (2002)
• Organizational Change

Firm size and extinctions

• Sole & Manrubia (1996) Extinction and self-organized criticality in a model of large-scale evolution

• Newman (1997) A Model of Mass Extinction

• Buldyrev et al. (1996) Scaling Behavior in Economics

• Stanley et al. (1996) Scaling behavior in the growth of companies

• Amaral et al. (1997) Scaling behavior in economics

• Plerou et al. (1999) Scaling of the distribution of price fluctuations of individual companies

• Smith (2003) Constructivist and Ecological Rationality in Economics

• Cook & Ormerod (2003) Power law distribution of the frequency of demises of US firms

• Axtell (2001) Zipf Distribution of U.S. Firm Sizes

• Guilmi et al. (2004) Scaling invariant distributions of firms’ exit in OECD countries

• Daepp et al. (2015) The mortality of companies

Finance / Economics

• What I Learned Losing a Million Dollars - Brendan Moynihan and Jim Paul (1994)
• The Winner’s Curse: Paradoxes and Anomalies of Economic Life - Richard Thaler (1992)
• Irrational Exuberance - Robert Shiller (2000)
• Theory of Financial Risk and Derivative Pricing - Bouchaud/Potters et al. (2003)
• The Misbehavior of Markets - Benoit Mandelbrot (2004)
• Nudge - Richard Thaler (2009)
• Misbehaving - Richard Thaler (2015)
• Narrative Economics - Robert Shiller (2019)
• The Man Who Solved the Market: How Jim Simons Launched the Quant Revolution - Gregory Zuckerman (2019)
• Mostly harmless econometrics - Joshua Angrist (2008)