Best of Boston

2001 Best Book, Marketing Strategy

(tie) Dave D’Alessandro and Sumner Redstone

John Hancock CEO Dave D’Alessandro had the company help promote his book, Brand Warfare: 10 Rules for Building the Killer Brand. Meanwhile, Newton’s Sumner Redstone’s book, A Passion to Win, was published by the Simon & Schuster division of his Viacom company, prompting S & S publisher David Rosenthal to joke that the promotional efforts would comprise nothing less than “a passion to keep our jobs.”