The 22 Immutable Laws

of Marketing by Ries & Trout

The premise here is that in order for marketing strategies to work, they must be in tune with some quintessential force in the marketplace. Just as the laws of physics define the workings of the universe, so does successful marketing conform to the "22 Laws." - William W. Sannwald, San Diego P.L.

The Deviant's Advantage

by Ryan Matthews

How fringe ideas create mass markets.

Where do breakthrough ideas come from?  As this book makes clear, if you want to be ahead of the curve, spend time on the fringes of society. The lesson: Don’t be afraid of deviants--embrace them. They’re creating the future before it arrives for the rest of us.--Alan M. Webber, founding editor, Fast Company

Zag by Marty Neumeier

"..the new GPS for marketers. Clear, crisp directions for building strong brands and keeping them fresh and relevant. Read it before your competition does and stay one zag ahead.” —GARY ELLIOTT, VP BRAND MARKETING, H-P