BEST MARKETING BOOK EVER WRITTEN

I was just thumbing through Ad Age and noticed a great article What Is the Best Book Ever Written on Marketing or Media? If you didn't catch the article, here is a list from the readers of Ad Age:

"Positioning ," by Jack Trout and Al Ries,

Brad Johnson: "Positioning: The Battle for Your Mind," by Al Ries and Jack Trout. Published in 1980 and updated in 2000. A classic book on marketing, branding and strategy.

Jean Halliday: "It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business is Driven by Purpose," by Roy Spence with Haley Rushing.

Claude Brodesser: "The Big Sort: Why the Clustering of Like-Minded America Is Tearing Us Apart." I don't know if it's the best marketing book I've ever read, but certainly one of the more interesting, and one that speaks to the vastly different sensibilities of rural vs. urban consumers that anyone in marketing ought to read.

Matthew Creamer: "The Tipping Point," by Malcolm Gladwell.

Michael Bush: "Direct Marketing: Strategy, Planning, Execution," by Edward Nash.

Abbey Klaassen: "Groundswell," by Charlene Li and Josh Bernoff. Full of really great practical examples, in a genre (marketing books).

David Zapata