You surely can, but, unless they are under the “law” of Fair Use or part of public domain, you must first ask permission from the copyright owners. Now, be aware that the Fair Use law is a gray area and what one judge might consider it could be used, another one might strongly disagree.

To throw yet another issue into the mix, even if something it’s not copyrighted, it might still be protected under trademark or patent law.

Having said that, it's safer either to ask for permission or not to include at all any quotes or song lyrics in your book.