St.Clair has set out to help you stay one step ahead of the game. This reference section is updated with our perspective of books and papers that we have reviewed and recommend.

Click on the links to see a list of books and papers.

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If you would like ideas on various marketing topics please see the recommended reading list:

1. MARKET SEGMENTATION
   
   • Croft, Michael J. (1994) Marketing for Managers: Market Segmentation, London England, Routledge
     
   • Dibb, S. & Simkin, L. (1996) The Market Segmentation Workbook: Target Marketing for Marketing Managers, London England, Routledge.
     
   • McDonald, M & Dunbar, I. (1995) Market Segmentation: A step-by-step approach to creating profitable market segments, Hampshire England, MacMillan Press Ltd.
     
     
2. ANALYSING YOUR MARKET
   
   • Dogramatzis, Dimitris. (2001) Pharmaceutical Marketing: A practical guide, Denver, Colorado; IHS Health Group.
     
   • Fifield, P. (1999) Marketing Strategy. Second Edition, Oxford, England, Butterworth-Heinemann.
     
   • Kotler, P. (1988) Marketing Management: Analysis, Planning, Implementation and Control. Sixth Edition, New Jersey, USA, Prentice-Hall International
     
   • Lidstone, J and MacLennan, J (1996) Marketing Planning for the Pharmaceutical Industry, United Kingdom, Gower
     
     
3. BRANDS, BRAND POSITIONING AND BRANDING
   
   • Aaker, David A. (1991) Managing Brand Equity, United States of America; MacMillan Inc.
     
   • Aaker, David A. (1996) Building Strong Brands, New York, USA; The Free Press.
     
   • Aaker, David A. (2000) Brand Leadership, New York, USA; The Free Press.
     
   • Blackett, T & Robins, D. (2001) Brand Medicine: The role of branding in the Pharmaceutical Industry, Hampshire. England; Palgrave Publishers Ltd.
     
   • Iacobucci, D. (2001) Kellog on Marketing, Canada; John Wiley & Sons.
     
   • Keller, Kevin L. (1998) Strategic Brand Management. Building, Measuring, and Managing Brand Equity, New Jersey, USA; Prentice Hall.
     
   • Schulz, E. (2000) The Marketing Game: How the World’s best companies play to win, United Kingdom; Kogan Page Ltd.
     
     
4. FORMULATING A STRATEGY
   
   • Garvin, David A. Roberto, Michael A. (September 2001) ‘What you don’t know about making decisions’. Harvard Business Review
     16. Corstjens, Marcel. (1991) ‘Marketing Strategy in the Pharmaceutical Industry’ London, England. Chapman & Hall
     
     
5. COMMUNICATIONS
   
   • Keller, Kevin L. (1998) Strategic Brand Management. Building, Measuring, and Managing Brand Equity, New Jersey, USA; Prentice Hall.
     
   • Kotler, P. (1999) Kotler on Marketing: How to create, win and dominate markets, Great Britain. Simon and Schuster UK Ltd.
     
   • Smith, PR. Berry, C. and Pulford, A (2000) Strategic Marketing Communications: new ways to build and integrate communications, London, UK. Kogan Page Ltd.
     
   • Smith, PR with Taylor, J. (2002) Marketing Communications: an integrated approach, Third Edition, London UK. Kogan Page ltd
     
     
6. FORECASTING
   
   • Dogramatzis, Dimitris. (2001) Pharmaceutical Marketing: A practical guide, Denver, Colorado; IHS Health Group.
     
   • Lidstone, MacLennan (1999) Marketing Planning for the Pharmaceutical Industry 2nd Edition, Hampshire, England; Gower Publishing Limited.
     
     
7. MEASUREMENT.
   
   • Levy, Sidney J. (1999) Brands, Consumers, Symbols & Research, California, USA; Sage Publications, Inc.