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MARCH 21, 2003 READING LIST Roland Rust's Book Recommendations
• THE EVOLUTION OF COOPERATION by Robert Axelrod "This brilliant book summarizes Axelrod's pathbreaking research on why cooperation emerges in "repeated games." Because business is comprised of repeated transactions, these insights are highly applicable to the business world." • 2020 VISION by Stan Davis and Bill Davidson "More than any other book, this book expresses clearly the vision that information is becoming the key to business. It opened my eyes." • CHIMPANZEE POLITICS by Frans de Waal "A lot of human interaction is more deeply rooted than we think. It is fascinating to see how power works in the chimpanzee world. There are many lessons for the human world." • OUT OF THE CRISIS by W. Edwards Deming "This book summarizes the Deming approach to quality. A classic that was once revolutionary but is now mainstream. It is important to note, though, that it is chiefly applicable to the manufacturing world. The service/information world works differently." • AT HOME IN THE UNIVERSE by Stuart Kauffman "There is a lot of popular science nonsense published, but this is a popular science book written by a brilliant thinker who is a sure future Nobel Prize winner. This is the best introduction to self-organization -- a concept that will become increasingly important in business." • ALL THE TROUBLE IN THE WORLD by P.J. O'Rourke "He's more conservative than I am, but his incisive social/political/business commentaries are both hilarious and convincing." • THE ART AND SCIENCE OF NEGOTIATION by Howard Raiffa "Practical, research-based tips on how to negotiate effectively. I am a good negotiator because of this book." • AMERICAN AURORA by Richard Rosenfeld "Based on painstaking historical research, this book explodes our conceptions of America's founding fathers (and especially George Washington). We quickly learn that the consensus picture of the world may be completely wrong. The groups in power shape our perceptions of what is true." • GENERATIONS by Wiiliam Strauss and Neil Howe "So far the predictions in this book are right on target. It espouses a cyclical theory of how generation cohorts take on particular personalities. Marketers will find this book both fascinating and useful." • TOWARD THE END OF TIME by John Updike "This apocalyptic futuristic novel by master novelist Updike shows how massive change coexists with the past. Fun for business readers, who will enjoy FedEx taking over the world, and nanotechnology run amok." Biographical Info: Roland T. Rust holds the David Bruce Smith Chair in Marketing at the Robert H. Smith School of Business at the University of Maryland, where he is Director of the Center for E-Service. His lifetime achievement honors include the American Marketing Association's Gilbert A. Churchill Award for Lifetime Achievement in Marketing Research, the Outstanding Contributions to Research in Advertising award from the American Academy of Advertising, Fellow of the American Statistical Association, and the Henry Latané Distinguished Doctoral Scholar Award from the University of North Carolina at Chapel Hill. He has won best article awards for articles in the Journal of Marketing, Marketing Science, Journal of Retailing, and Journal of Advertising. His six books include Driving Customer Equity, Service Marketing, and Return on Quality. His work has received extensive media coverage, including a BusinessWeek cover story and an appearance on ABC World News Tonight with Peter Jennings. He is the founder and Chair of the AMA Frontiers in Services Conference, and serves as founding Editor of the Journal of Service Research. Professor Rust also serves on the editorial review boards of the Journal of Marketing Research, Journal of Marketing, and Marketing Science. He has consulted with many leading companies worldwide, including such companies as American Airlines, AT&T, Chase Manhattan Bank, Dow Chemical, DuPont, FedEx, Nortel, Procter & Gamble, Unilever, and USAA.  Get BusinessWeek directly on your desktop with our RSS feeds.  Add BusinessWeek news to your Web site with our headline feed. Click to buy an e-print or reprint of a BusinessWeek or BusinessWeek Online story or video. To subscribe online to BusinessWeek magazine, please click here. Learn more, go to the BusinessWeekOnline home page  | | MARCH Learn about your online education options |
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