... readingAdamson, A.P. and Sorrell, M., Brandsimple: How the Best Brands Keep It Simple and Succeed, Palgrave Macmillan, 2006Kotler, P., Marketing Management: Analysis, Planning, Implementation and Control, ... the Core: Expand Your Market Without Abandoning Your Roots, Harvard Business School Press, 2004 Management Ideas.indb 4 2Management Ideas.indb 42 19/5/08 16:06:0619/5/08 16:06:06BRANDING20it ... top slot. But, refl ecting today s sharper focus on customers, crm (customer relationship management) and customer segmentation came second and third. As ideas drop in and out of fashion, the...