Books



Not only are Marketing faculty prolific academic researchers, several are published book authors in the mainstream press.

Strategy from the Outside In Christine Moorman the T. Austin Finch, Sr. Professor and founder of The CMO Survey at Duke's Fuqua School of Business has co-authored Strategy from the Outside In, with George S. Day, the Geoffrey T. Boisi Professor and co-director of the Mack Center for Technological Innovation at The Wharton School at the University of Pennsylvania.

In it they explain that the key to lasting and highly profitable success is the ability to compete on and profit from customer value using the customer value imperatives. They show this means seeing, operating and living from the outside in. It means always building strategy on market insight, and ensuring that every part of the company puts customer value first.


 

The Upside of IrrationalityDan Ariely, the James B. Duke Professor of Behavioral Economics at Duke, the founder of the Center for Advanced Hindsight, a visiting professor at MIT's Media Lab, who has appeared on CNN and CNBC, and is a regular commentator on NPR, has just released his latest, The Upside of Irrationality: The Unexpected Benefits of Defying Logic at Work and at Home.

Irrationality, says Ariely, is not all bad. In The Upside of Irrationality we examine some of the positive effects irrationality have on our lives and offer a new look on the irrational decisions that influence our personal lives and our workplace experiences

Predictably Irrational, also by Dan Ariely, is what started it all. When we make decisions we think we're in control, making rational choices. But are we? Entertaining and surprising, Ariely unmasks the subtle but powerful tricks that our minds play on us.

"I loved being a student at Duke so much that I begged the faculty to keep me there. For a while they refused to let me stay but eventually I was able come back.
Irrationally yours,
Dan Ariely"