Here's another book I'm adding to my reading list:
by Jay Baer
I'm fairly new to working in a marketing organization, so rather than learn the "old" methods, I'm focusing on learning from people who have learned from the old ways and are transforming them to more effective methods that are reaching the people in today's modern, fast, mobile world.
One of the first messages that I got from Jay's book is that people prefer to be informed about what's available rather than being "sold".  So marketers should inform rather than promote.  
Here is the information from the back cover of the book: 
The difference between helping and selling is just two letters, but those two letters make all the difference. 
What if - faced with more competition than ever before - you stopped trying to be amazing, and just started being useful? 
Jay Baer's Youtility offers a new business approach that cuts through the clut­ter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.
Drawing from real examples of companies who are practicing Youtility as well as his experience helping more than seven hundred brands improve their marketing strategy, Baer provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers.
See why Jay Baer's Youtility framework is now a standard part of the marketing framework in many of the world's leading companies, powers the marketing approach of thousands of small businesses, and is part of the curriculum of dozens of college and university business 
You can get a discounted copy of this book and meet the author, Jay Baer at the IBM InterConnect Conference on  Wednesday, February 25 from 5:10 pm -6:00 pm at the conference bookstore.
Other books that will be featured at the conference with book signings are:

by Judith Hurwitz, Marcia Kauffman, and Adrian Bowles.

You can pick up this book at the IBM InterConnect Conference.  Also, be sure to attend Judith's talk and have her sign your copy of the book.  She'll be speaking at the Expo Cloud Theatre on Tuesday, February 24 from 6-6:30 pm (Vegas time). 
Rob will be at the IBM InterConnect bookstore on Wednesday February 25 from 10:30 – 11am (Vegas time).