This is Marketing: You Can’t Be Seen Until You Learn To See, by Seth Godin
I’m a big fan of Seth Godin. In fact, Linchpin is required reading when you start working at CoSchedule.
This is Marketing is a culmination of Godin’s history and thinking – the big ideas behind all the tactics and stories in the other books. He offers a complete overview of current thinking and challenges the assumptions and old paradigms that are still prevalent in the marketing world.
I would say this is a must read if you have anything to do with marketing.