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Suggested Reading

Articles:

• Teresa Flannery, “Getting to Know U.” Currents. March 2012 (pdf)
• Vince Raimondi, “Data Use: Best practices for well-differentiated questionnaire data.” Quirks Magazine. May 2011. (pdf)
• Elizabeth Scarborough, “5 More Marketing Questions.” Inside Higher Ed. October 15, 2010. (pdf)
• Jenna Johnson, “American University, now home to the ‘American Wonk’.” WashingtonPost.com. September 24, 2010. (pdf)
• Ellen Byron, “How Social Media is Changing Brand Marketing.” Emarketer.com. September 10, 2010. (pdf)
• Elizabeth Scarborough, “5 Marketing Questions.” Inside Higher Ed. July 23, 2010. (pdf)
• Piet Levy, “Class in Progress.” Marketing News. November 15, 2009. (pdf)
• Marissa Miley, “A Lot of Branding but Not Much Understanding.” Advertising Age. September 7, 2009. (pdf)
• John Pulley, “Doing the Math.” Currents. September 2009. (pdf)
• Lizzie McQuillan, “Marketing Firm Sharpens Loyola’s Branding Strategy.” The Greyhound: The Student Newspaper of Loyola College. September 23, 2008. (pdf)
• Piper Fogg, “When Generations Collide.” The Chronicle of Higher Education. July 18, 2008. (pdf)
• Kevin Rector, “Colleges Ponder Name Change.” The Baltimore Sun. June 11, 2008. (pdf)
• Piper Fogg, “How Colleges Use Alumni to Recruit Students.” The Chronicle of Higher Education. May 2, 2008. (pdf) - Elizabeth Scarborough quoted in article
• Tom Hayes, “Watch Your Step.” Currents. February, 2008 (pdf)
• Christopher Simpson and Teresa Valerio Parrot, “University Communications Offices – How Will They Look in 2012?” University Business. January, 2008. (pdf)

Books:

• Built to Last: Successful Habits of Visionary Companies
  Jim Collins and Jerry Porras (2004)
• The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes
  Margaret Mark and Carol Pearson (2001)
• Celebrate Customer Service: Insider Secrets
  Rick Crandall (1999)
• Pursuing Excellence in Higher Education: Eight Fundamental Challenges
  Brent Ruben (2003)
• Thirty Ways to Boost Traffic to Your Website Today
  Jeff Hamilton and Evelyn Trimborn (2010)
• Weathering the Storm: Protecting Your Brand in the Worst of Times
  Christopher Simpson (2007)
• Marketing Professional Services
  Philip Kotler and Thomas Hayes Ph.D. and Paul N. Bloom Ph.D. (2002)
• Managing Brand Equity
  David A. Aaker (1991)
• Building Strong Brands
  David A. Aaker (1996)
• Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
  David A. Aaker (2004)
• The Culting of Brands: When Customers Become True Believers
  Douglas Atkin (2004)
• The Myth of Excellence: Why Great Companies Never Try to be the Best at Everything
  Fred Crawford & Ryan Mathews (2001)
• Brand Babble: Sense and Nonsense about Branding
  Don Schultz & Heidi Schultz (2003)
• IMC, The Next Generation
  Don Schultz & Heidi Schultz (2003)
• Differentiate or Die: Survival in Our Era of Killer Competition
  Jack Trout (2000)
• Positioning: The Battle for Your Mind
  Jack Trout & Al Ries (2000)