Just a few of the books that have inspired us, mostly non-pharmaceutical although there are also medical references. Do let us know if we’re missing out on a book not on the list.

Art, Mind and Brain: A Cognitive Approach to Creativity
Howard Gardner, Basic Books

Brand Leadership
David A. Aaker, Erich Joachimsthaler, Free Press

Even More Offensive Marketing
Hugh Davidson, Penguin Business

Guerrilla Marketing
Jay Conrad Levinson, Houghton Mifflin

Irrationality
Stuart Sutherland, Constable
The Enemy Within

Kessler, D., 1991
Drug Promotion and Scientific Exchange: the Role of the Clinical Investigator. New England Journal of Medicine 325: 201-3

Mastering the Dynamics of Innovation
James M. Utterback, HBS Press

Medical Marketing Manual
Various, Euromed Communications

Rules for Revolutionaries
Guy Kawasaki, Doubleday
The Capitalist Manifesto for Creating and Marketing New Products and Services

Serious Play
Michael Schrage, Harvard Business School Press How the World's Best Companies Simulate to Innovate

The Anatomy of Buzz
Emanuel Rosen, Doubleday
How to Create Word of Mouth Marketing

The Art of Innovation
Tom Kelley, Jonathan Litman, DoubleDay Lessons in Creativity from IDEO, America's Leading Design Firm

The Evolution of Co-operation
Robert Axelrod, Basic Books

The Social Life of Information
John Seely Brown, Paul Duguid, Harvard Business School Press

The Tipping Point, Malcolm Gladwell
Little Brown & Company
How Little Things Can Make a Difference

Uncommon Genius
Denise Shekerjian, Penguin How Great Ideas Are Born

Where the Suckers Moon
Randall Rothenberg, Vintage
The Life and Death of an Advertising Campaign

Further (medical) references:

Avorn, J., M. Chen, and R. Hartley, 1982.
Scientific versus Commercial Sources of Influence on the Prescribing Behavior of Physicians. American Journal of Medicine 73:4-8

Bero, L.A., A. Galbraith, and R. Drummond, 1992.
The Publication of Sponsored Symposiums in Medical Journals. New England Journal of Medicine 327:1135-40

Boer, A., 1993.
Pharmaceutical Advertising in Medical Journals. JAMA 268:147-151

Bowman, M.A. and D.L. Pearle, 1988
Changes in the Drug Prescribing Patterns Related to Commercial Company Funding of Continuing Medical Education. Journal of Continuing Education in the Health Professions 8:13-20

Brennan, T.A., 1994. Buying Editorials
New England Journal of Medicine 331:673-5

Chren, M., C.S. Landefeld, and T.H. Murray, 1989
Doctors, Drug Companies, and Gifts. JAMA 262:3448-51

Davidson, R.A., 1986
Source of Funding and Outcome of Clinical Trials. Journal of General Internal Medicine 1:155-8

Goldfinger, S.E., 1990
Physicians and the Pharmaceutical Industry. Annals of Internal Medicine 112:624

Hillman, A.L., J.M. Eisenberg, M.V. Pauly, et al., 1991
Avoiding Bias in the Conduct and Reporting of Cost-Effectiveness Research Sponsored by Pharmaceutical Companies. New England Journal of Medicine 324:1362-5

Ziegler, M.G., P. Lew, and B.C. Singer, 1995
The Accuracy of Drug Information from Pharmaceutical Sales Representatives. JAMA 273:1296-8