- Managing Brand Equity, 1992, ISBN 978-0029001011
- Building Strong Brands, 1995, ISBN 978-0029001516
- Developing Business Strategies, 2001, ISBN 978-0471064114
- with Erich Joachimsthaler Brand Leadership: The Next Level of the Brand Revolution, 2000, ISBN 978-0684839240
- Strategic Market Management, 2007, ISBN 978-0470056233
- From Fargo to the World of Brands: My Story So Far, 2005, ISBN 978-1587364945
- Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity, 2004, ISBN 978-0743249386
Spanning Silos:The New CMO Imperative, 2008 ISBN 978-1-4221-2876-3