Book: The 22 Immutable Laws of Marketing
I asked twitter what marketing books I should read, and this was the first recommendation (still happy to receive other recommendations, by the way).
This is the kind of typical business book that can be read in a couple of hours, though it seems to have at least a few lessons that go beyond the realms of basic common sense.
In case studies that seem quaint at times (I haven’t read a book that talks about mainframe computers for a while), it nonetheless shows how companies can shoot themselves in the foot by splitting up a solid brand into too many products.
As a quick read to learn some of the terms and concepts behind bringing products to market, it would appear to be a good choice.