Marketing Warfare by Al Ries and Jack Trout. I read the 25 year anniversary edition which revisited some of the advice these two giants of marketing gave some of the big brands of the '80s - PC vs. Mac, Coke vs. Pepsi, 7up vs. Coke, etc, etc.
I'm not a marketer but it certainly made a lot of seemingly incomprehensible status quos click.
I'm not a marketer but it certainly made a lot of seemingly incomprehensible status quos click.