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Chapter 1: Big Isn’t the Only Option


1. Schultz, Howard, and Yang, Dori Jones. Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time. (New York: Hyperion, 1997).


2. Kiviat, Barbara. “Starbucks Goes From Venti to Grande.” TIME, 2 July 2008. Available from


3. Muskal, Michael. “Starbucks to cut 6,700 jobs.” The Los Angeles Times, 29 January 2009. Available from


4. Starbucks Gossip. Starbucks chairman warns of “the commoditization of the Starbucks experience.” (23 February 2007; cited 11 September 2009) Available online:


5. Kiesler, Sara. “Capitol Hill to get a second stealth Starbucks.”, 27 August 2009. Available from


6. Starbucks. Company Factsheet – February 2008. Available online: (Accessed October 14, 2009).


7. Hoovers. Starbucks Corporation Factsheet. Available online: (Accessed October 14, 2009).


8. Mann, Charles. “Beyond Detroit.” Wired, June 2009, 101-107.


9. U.S. Small Business Administration. Frequently Asked Questions, 2009. (PDF version of document downloaded September 2009).


10. Etsy. What is Etsy? Available online: (Accessed September 11, 2009).


11. Browne, David. “Blogs to Riches: Perez Hilton Migrates Into Cosmetics, Fashion and Music.” Wired, 18 August 2008. Available from


12. Quantcast. (Accessed October 6, 2009) Available online from:


13. Quantcast. (Accessed October 6, 2009) Available online from:


14. Maestri, Nicole and Sage, Alexandria. “ buying shoe seller Zappos for $928 mln.”, 17 July 2009. Available from


15. Zmuda, Natalie. “Marketer of the Year 2008: Zappos, Customer Service First—and a Daily Obsession.” Advertising Age, 17 October 2008. Available from


16. “Social Media.” Wikipedia, The Free Encyclopedia, (Accessed September 11, 2009).



Chapter 2: Thank Goodness You’re Small


17. Chafkin, Max. “The Startup Guru” Inc., 1 June 2009. Available online:


18. Facts About Microsoft. (Accessed October 6, 2009) Available online from:


19. “Forbidden City Starbucks closes.” BBC News, 14 July 2007. Available from


20. Ihlwan, Moon, and Kiley, David. “Hyundai Gains with Marketing Blitz.” BusinessWeek, 17 September 2009. Available from


21. J.D Power and Associates. 2009 Initial Quality Study. (Accessed September 28, 2009) Available online:


22. Ingrassia, Paul. “Why Hyundai Is an American Hit.” The Wall Street Journal, 13 September 2009. Available from


23. Howard, Theresa. “Ads challenge people to ‘rethink’ Hyundai.” USA Today, 8 October 2006. Available from



Chapter 3: Startup Thinking


24. Hamm, Steve, and Symonds, William C. “Mistakes Made On The Road To Innovation.” BusinessWeek, 27 November 2006. Available from


25. Andrejczak, Matt. “Kodak to cut jobs as it swings to $137 million loss.” MarketWatch, 29 January 2009. Available from



Chapter 4: Marketing is a Big Load of Bologna


26. Harry Nilsson. “Everybody’s Talkin’.” Midnight Cowboy. EMI America, 1989. CD.


27. Perrone, Matthew. “FDA takes issue with Cheerios health claims.” USA Today, 12 May 2009. Available from


28. Mortished, Carl. “McDonald’s salad is more fattening than a burger.” TimesOnline, 9 March 2004.


29. Heart Attack Grill - Extreme Pigouts! [Video] (April 2009). Retrieved October 11, 2009, from



Chapter 5: The Problem With Advertising


30. Horovitz, Bruce. “Domino’s nightmare holds lessons for marketers.” USA Today, 16 April 2009. Available from



Chapter 7: What a Brand Is


31. Hof, Robert D. “Jeff Bezos on Word of mouth Power.” BusinessWeek, 2 August 2004. Available online:


32. Microsoft Jerry Seinfeld and Bill Gates Commercial [Video] (2008). Retrieved September 10, 2009, from


33. Central Intelligence Agency. The World Factbook – People. (Updated 10 September 2009; cited 11 October 2009) Available online:


34. Ries, Al, and Trout, Jack. Positioning, The battle for your mind. (New York: McGraw-Hill Inc., 2000).


35. Make The Logo Bigger! [Video] (2007). Retrieved September 10, 2009, from


36. Agency Fusion. Make My Logo Bigger. (November 2007; cited 9 September 2009) Available online:


37. Burke, Monty. “On the Run.”, 11 February 2008. Available online:


38. Wilson, Thomas. Swastika the Earliest Known Symbol and its Migrations. (Whitefish: Kessinger Publishing, 2000).



Chapter 8: Brand Commandments


39. Shaw, Gillian. “Robeez shoes sells for $30.5 million.” The Vancouver Sun, 7 September 2006. Available online:



Chapter 9: Focus and Differentiation


40. City Slickers. Produced by Billy Crystal and Irby Smith, directed by Ron Underwood. 112 min. Castle Rock Entertainment, 1991. Videocassette.


41. Collins, Jim. Good to Great: Why Some Companies Make the Leap... and Others Don’t. (New York: HarperBusiness, 2001), p. 164-187.


42. “McDonald’s products.” Wikipedia, The Free Encyclopedia, (Accessed October 11, 2009).


43. McDonalds. “Pizza!” Cossette Communication Group, 1992.


44. Shapiro, Eben. “McDonald’s Hopes Pizza Will Be the Next McHit.” The New York Times, 20 September 2006. Available from


45. Systems Released In ~ 1985 ~. (Cited 11 October 2009) Available online:


46. “Apricot UK hits the end of the road”, 18 March 1999. Available online:


47. Apricot Computers. Homepage. (Cited 11 October 2009) Available online:


48. “Volkswagen.” Wikipedia, The Free Encyclopedia, (Accessed September 11, 2009).


49. Kiley, David. Getting the bugs out: the rise, fall, and comeback of Volkswagen in America. (New York: John Wiley & Sons, Inc, 2002).


50. Clausager, Anders Ditlev. “Ivan Hirst: Englishman who made Volkswagen part of the German economic miracle.”, 18 March 2006. Available from


51. “About the Company: Legacy” Volkswagen Group America, (Accessed October 22, 2009).


52. Volkswagen. “Think Small.” Doyle Dane Bernbach, 1959.


53. AdAge. Top 100 Advertising Campaigns. (Accessed September 11, 2009) Available online


54. Frank, Thomas. The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism. (Chicago: University Of Chicago Press, 1998), p. 57.



Chapter 10: Storytelling


55. J.J. Abrams’ mystery box [Video] (2008). Retrieved September 11, 2009, from


56. Go Further. Produced by Sharon Brooks, Bill Imperial, Ron Mann, Sebastian Rotstein, and Daniel J. Victor, directed by Ron Mann. 100 min. Mongrel Media, 2003. DVD.


57. Surfwise. Produced by Graydon Carter, Mark Cuban, Amir Feingold, Jason Kliot, Tony Lord, Tommy Means, Dana Merwin, Jonathan Paskowitz, Jonathan Pine, Stef Smith, Joana Vicente, Todd Wagner, and Matt Weaver, directed by Doug Pray. 93 min. Magnolia Pictures, 2007. DVD.


58. Helvetica. Produced by Andrew Dreskin, Gary Hustwit, and Jakob Trollbeck, directed by Gary Hustwit. 80 min. Swiss Dots, 2007. DVD.


59. Moleskineerie. Moleskine Musings. (08 April 2005; cited 11 September 2009) Available online:


60. Fortt, Jon. “Are Google’s nerds destroying design?” CNN, 20 March 2009. Available online:


61. Nudie Jeans. This is Nudie. (2008; cited 11 September 2009) Available online:


62. Lev-Ram, Michal. “Want the biggest iPod in the world?” CNN, 1 May 2009. Available online:


63. Cocoa West Chocolatier. Chocolates. (Cited 11 October 2009) Available online:


64. Hunch. What blog should I read? Signal vs. Noise (by 37signals). (Cited 11 October 2009) Available online:


65. Signal vs. Noise. Homepage. (Cited 11 October 2009) Available online:


66. Howe, Robert F. “Wild Thing.” Smithsonian Magazine, August 2003. Available online:


67. Finkelstein, Sydney, Charles Harvey and Thomas Lawton. Breakout Strategy: Meeting the Challenge of Double-Digit Growth. (Columbus: McGraw-Hill, 2006), p. 156-157.


68. Interbrand. Best Global Brands List 2009. (Accessed October 11, 2009). Available online:



Chapter 11: Authenticity and The Zellers Paradox


69. Miller, Stephen. “Rose Mattus, 90, Co-Founder of Häagen-Dazs.” The New York Sun, 1 December 2006. Available from


70. Foulkes, Nick. “Old Brands, New Tricks.” Newsweek, 2 June 2008. Available online:


71. Parry, John Horace. The Spanish Seaborne Empire. (Los Angeles: University of California Press, 1990), p. 265.


72. “Surprise! American Icons That Aren’t American.” AOL Money&Finance. Available online: (Accessed September 11, 2009).


73. “Apple Pie.” Wikipedia, The Free Encyclopedia, (Accessed September 11, 2009).


74. DJ Z-Trip and DJ P, “Uneasy Listening, Vol. 1.” 2001, ZTRIP


75. LaMotta, Lisa. “Starbucks: Ooh, That Smell.”, 31 January 2008. Available online:


76. Breen, Bill. “Who Do You Love?” Fast Company, 19 December 2007. Available online:


77. McMahon, Shannon. “Skating to the top.” San Diego Union-Tribune, 25 September 2005. Available online:



Chapter 12: Do They Love You?


78. Christian, James L. Philosophy: An Introduction to the Art of Wondering. (Belmont: Wadsworth Publishing, 2008), p. 153.



Chapter 13: Do They Know You?


79. Flam, Jack D. Matisse and Picasso: The Story of Their Rivalry and Friendship. (Boulder: Westview Press, 2003), p. 65.



Chapter 14: How to Flirt With Your Customers


80. Postrel, Virginia. The Substance of Style: How the Rise of Aesthetic Value Is Remaking Commerce. (New York: HarperCollins, 2003), p. 14, 56.


81. Method: Home Care and Personal Products. Company information. (Cited 11 October 2009) Available online:


82. Sacks, Danielle. “The World’s Most Innovative Companies.” Fast Company, 14 August 2008. Available online:


83. LinkedIn. Companies: Hyatt Hotels Corporation. (Cited 11 October 2009) Available online



Chapter 15: Be Nice to People


84. “Holiday travellers peeved about airline’s handling of flight delays.”, 24 December 2008. Available from:


85. Giles, Lee. “WestJet or Air Canada?” Red Deer Advocate, 10 April 2009. Available from:


86. Adams, Sharon. “Handling disaster fallout? Be accountable.” Business Edge, 17 August 2006. Available from:


87. Crerar, David A. “The Bane and Antidote Must Be Taken Together: a Recent British Columbia Court of Appeal Decision Reassures Publishers and Journalists.” MastheadOnline, 29 September 2005. Available from:



Chapter 16: Selling Without Selling


88. Glengarry Glen Ross. Produced by Joseph M. Caracciolo Jr., Nava Levin, Karen L. Oliver, Morris Ruskin, Jerry Tokofsky, and Stanley R. Zupnik, directed by James Foley. 100 min. New Line Cinema, 1992. Videocassette.


89. Hughes, Pat. Open Ice. (New York: Laurel-Leaf, 2007), p. 97.


90. Brooks, Fred. The Mythical Man-Month: Essays on Software Engineering. (Upper Saddle River: Addison-Wesley, 1995).



Chapter 17: New Tools


91. Morrissey, Brian. “Small Brands Teach Big Lessons: Bacon Salt serves as an example of social media’s power to help young companies grow quickly.” AdWeek, 27 October 2008. Available online:


92. Collins, Glenn. “COMPANY NEWS; Ten Years Later, Coca-Cola Laughs at ‘New Coke’.” The New York Times, 11 April 1995. Available online:



Chapter 20: Making It Work for Your Company


93. Nintendo. Wario Land: Shake It—Amazing footage! (September 2008; cited 11 September 2009) Available online:


94. Foley, Stephen. “Gary Vaynerchuk: The wine world’s new superstar.” The Independent, 4 August 2008. Available online:



Chapter 22: The Inverted Pyramid


95. Collins, Jim. Good to Great: Why Some Companies Make the Leap... and Others Don’t. (New York: HarperBusiness, 2001), p. 90-119.



Chapter 24: Embracing Change


96. Zoolander. Produced by Stuart Cornfeld, Celia D. Costas, Joel Gallen, Monica Levinson, Scott Rudin, Adam Schroeder, Ben Stiller, and Lauren Zalaznick, directed by Ben Stiller. 89 min. Paramount Pictures, 2001. DVD.


97. Boone Oakley. - Home Page. (28 May 2009; cited 11 September 2009) Available online:


98. Gladwell, Malcolm. Blink: The Power of Thinking Without Thinking. (New York: Little, Brown and Company, 2005), p. 168-172.


99. Jurvetson, Steve. “What is viral marketing?” cnet, 22 June 2000. Available online:



Chapter 25: Screwing Up and the Long Run


100. Fuller, Linda K. and Shilling, Lilless M. Dictionary of Quotations in Communications. (Westport: Greenwood, 1997), p. 51.


101. Gaping Void. if you talked to people. (9 May 2006; cited 11 Sept. 2009) Available online:


102. Parsa, Arlen. “Belkin’s Development Rep is Hiring People to Write Fake Positive Amazon Reviews.” The Daily Background, 16 January 2009. Available online:


103. Chafkin, Max. “And the Money Comes Rolling In.” Inc., 1 January 2009. Available online:


104. Quenqua, Douglas. “Vampires coming on HBO, after months of warnings.” The New York Times, 15 July 2008. Available online:


105. IMDB - The Internet Movie Database. Box office / business for Book of Shadows: Blair Witch 2. (Accessed October 11, 2009). Available online:





106. Turk 182! Produced by Robert W. Cort, René Dupont, Ted Field, Gary Goch, and Peter Samuelson, directed by Bob Clark. 102 min. Twentieth Century-Fox Film Corporation, 1985. Videocassette. 



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