1 10 The 22 Immutable Laws of Marketing, by Al Ries and ABM is B2B: Why B2B Marketing and Sales is Jack Trout. HarperCollins, 1993. Broken and How to Fix It, by Sangram Vajre and Eric References 2Play Bigger: How Pirates, Dreamers, and Innovators Spett. Ideapress Publishing, September 3, 2019. 11 Create and Dominate Markets, by Al Ramadan, Dave Get to Aha!: Discover Your Positioning DNA and Peterson, Christopher Lochhead, Kevin Maney. Dominate Your Competition, by Andy Cunningham. Harper Business, 2016. McGraw-Hill Education, 2017. 3 12 Why it Pays to Be a Category Creator, by Eddie Rehumanize Your Business: How Personal Videos Yoon and Linda Deeken. Harvard Business Review, Accelerate Sales and Improve Customer Experience, 2013. https://hbr.org/2013/03/why-it-pays-to-be-a- by Ethan Beute and Stephen Pacinelli. Wiley, 2019. category-creator 13 Conversational Marketing: How the World’s Fastest 4 Science Daily, “Thinking inside the box: Growing Companies Use Chatbots to Generate Leads How our brain puts the world in order”, July 24/7/365 (and How You Can Too), by David Cancel 20, 2016. https://www.sciencedaily.com/ and Dave Gerhardt. Wiley, 2019. releases/2016/07/160720094600.htm 14 Inbound Marketing: Get Found Using Google, Social 5 Media, and Blogs Positioning: The Battle for Your Mind, by Al Ries and , by Brian Halligan and Dharmesh Jack Trout. Warner Books, 1981. Shah. Wiley, 2009. 6 15 Crossing the Chasm: Marketing and Selling High- Sales Engagement: How the World’s Fastest Tech Products to Mainstream Customers, by Geoffrey Growing Companies are Modernizing Sales Through Moore. Harper Business Essentials, 1991. Humanization at Scale, by Manny Medina, Max 7 Altschuler, and Mark Kosoglow. The Innovator’s Dilemma, by Clayton Christensen. Harvard Business Review Press, 1997. Wiley, 2019. 8 16 Superconsumers: A Simple, Speedy, and Sustainable Content-Based Networking: How to Instantly Path to Superior Growth, by Eddie Yoon, Harvard Connect with Anyone You Want to Know, by James Business Review Press, 2016. Carbary. Lioncrest Publishing, 2020. 9Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love, by Anthony Kennada. Wiley, 2019. The Newcomer’s Guide to Category Design 43

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