Time by Regis McKenna
An insightful book on doing business in a real-time worldwhere
customers demand instant gratification. A practical guide
to how time, technology and customer service are increasingly
The Battle for Your Mind by Reis & Trout
Marketing classic introduced the concept of positioningand
spells out how organizations create a unique and lasting
impression in a prospects mind.
Also by Reis & Trout: The
New Positioning and Marketing Warfare
Ecology of Commerce by Paul Hawken
Provides an ecological analysis of business, and provides
a blueprint for a marketplace where business and environmentalists
Out Loud by Terry Pearce
A step-by-step process of disciplined reflection, writing,
and speaking that results in focused yet heartfelt self-expression.
Encourages speakers to find their authentic voices and
articulate their messages with confidence.
the Chasm by Geoffrey Moore
Moores chasm theory describes how high-tech products
initially sell well, but then hit a lull as marketing
professionals try to cross the chasm to mainstream buyers..
Successful chasm crossings by such companies as Apple,
Tandem, Oracle, and Sun demonstrate strategies.
Also by Geoffrey Moore: Inside the Tornado
Evolution of Cooperation by Robert Axelrod
Gives you a simple but powerful rule for interacting
in diverse settingsdetermining when to cooperate,
and when to cut your losses. It explores the effectiveness
of different work and communication strategies.
Explanations by Edward Tufte
Centers on dynamic data--information that changes over
time, and serves as an indispensable guide for marketers
in todays fast-moving business environment.
the Invisible by Harry Beckwith
Beckwith contends that todays consumers are primarily
interested in relationships, not features, and encourages
companies to rethink their approach to product development,
marketing and sales.