As summer rolls around and we collectively look longingly at our patios, replete with the chaise nestled perfectly beneath the umbrella, it becomes quickly evident that the only things missing from this backyard paradise are a refreshing cocktail and a good page-turner. Frequently, for marketers, that means a book about marketing, advertising or branding. It has been my experience, however, that the books most influential to the way I view marketing weren’t written by, or for, marketers, nor were they written about marketing, per se. They do, however, offer critical universal insights into the human condition from which every marketer can benefit. More importantly, they don’t simply teach us new skills or facts, they affect the way we think.
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