Strategic Positioning
	* The New Positioning, Jack Trout and Steve Rivkin. McGraw Hill, 1996. ISBN: 0070653283, Price: $10.36. A classic introduction to positioning. One of the few books out there on the topic that is continually referenced. Well written with easy to apply examples and practicable concepts.
	* Differentiate or Die: Survival in Our Era of Killer Competition, by Jack Trout, Steve Rivkin, $19.96, Hardcover - 230 pages 1 edition (March 17, 2000) , John Wiley & Sons; ISBN: 0471357642. How many startups failed to observe these principals? Absolute truth about early-stage high tech markets. This book becomes the handbook for investors who have deals that have gone sideways and require "repositioning". Easy to understand, very difficult to apply however. Be sure to hire an expert before trying this on a sideways deal. http://www.troutandpartners.com
	* Corporate Religion: Building a Strong Company Through Personality and Corporate Soul, by Jesper Kunde, $23.20, Hardcover - 288 pages 1st edition (January 15, 2000), Financial Times Prentice Hall Publishing; ISBN: 0273643800. A great book by UK brand consultancy, Kunde & Co. that summarizes the highest goals of business Ò to make your customers religious over your brand (i.e Harley, Coke, Nike). Cool graphics and examples add support to a very subjective topic on brand equity and positioning. Now only if startups could only apply these principals to their Equity Brand. Recommended to all marketing management. Web site supports the content presented nicely: http://www.corporatereligion.com