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This book has 2 recommendations
Seth Godin (Author & Entrepreneur)Very old, very good. If you're doing any advertising, you have a professional obligation to read this.
Garrett Moon (CEO & Co-Founder/CoSchedule)Ogilvy On Advertising by David Ogilvy and My Life In Advertising by Claude Hopkins for old-school marketing smarts.
Gain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C. Hopkins. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today.