Al Ries and Jack Trout
Harper Business $15.95 paperback
Available on Kindle

The recommendation of this blast from the past comes from, perhaps, a surprising source, a software maven who lives in the world of Web 2.0, or 3.0. He has worked for our agency, and is indeed a close relative of one of the principals. For the last several years, he has worked for two of the largest software companies in the world and now holds a key managerial position with a highly successful high-tech public relations firm. He is not alone in recommending this book, written when he was in college. On amazon.com, it has 125 reader reviews, three-quarters of whom gave it four or five stars.