Additional reference material: Jeffrey Bowman, Reframe the Marketplace, Wiley, 2015. Richard Dawkins, The Selfish Gene, Oxford University Press, 2016 (40th Anniversary Edition). Paul Feldwick, The Anatomy of Humbug, Troubador Publishing, 2015 Paul Ford, “What is Code?”, Businessweek, 11 July 2015. (Bloomberg.com/graphics/2015-paul-ford-what-is-code/). “Timeline of Computer History”, The Computer History Museum Shelina Janmohamed, Generation M, I.B. Tauris, 2016. Arthur Koestler, The Act of Creation, Last Century Media, 2014. Rick Levine, et al, The Cluetrain Manifesto, Basic Books, 2000. Dimitri Maex, Sexy Little Numbers, Crown Business, 2012. Nicholas Negroponte, Being Digital, Vintage, 1996. David Ogilvy, Confessions of an Advertising Man, Southbank Publishing, 2012 David Ogilvy, Ogilvy on Advertising, Prion Books, 1983. David Ogilvy, The Unpublished David Ogilvy, Profile Books, 2014. Piyush Pandey, Pandeymonium, Penguin Books, India, 2015. Rosser Reeves, Reality in Advertising, Widener Classics, 2015. Kunal Sinha and David Mayo, Raw: Pervasive Creativity in Asia, Clearview, 2014.