"This one is a true classic and still applies to the world today, and will for many years. How people comprehend products and percieve your brand among all the other brands - and how to change the position of your brand on these mental ladders! This one is a must read for both business purposes, and also personal purposes for "positioning" yourself in the professional world."
"This one is a really good book for writing original ad copy. It uses many case studies and comes in a very nice hardcover form - it is one of the more expensive marketing books, but truly worth it if you are having to write ad copy. The ideas there also work with some modifications for academic creative writing and times where you need to really get the attention of your reader."