I got a bunch of responses, but no one could identify one book that provided an overview of the essentials of online marketing. I can’t believe that the subject is too large because authors tackle much broader topics (like, say, how to market in ALL channels). It must be that publishers have lost THEIR appetite for this topic.
Here’s a summary of the feedback I received.
Pete Mosley says you can start and stop with:
“The Cluetrain Manifesto: The End of Business as Usual”
Rick Levine, Christopher Locke
Doc Searls, David Weinberger
Howard Firestone of iPerceptions suggests anything written by Seth Godin and particularly points out Seth’s latest:
“Purple Cow: Transform Your Business by Being Remarkable”
by Seth Godin
Lisa Wong of the City of Calgary thought SEM was key and that this book was essential reading:
“Search Engine Visibility”
While not really a marketing book, Brian Bimm suggests you might want to check out:
Online! The Book
by John C. Dvorak, Chris Pirillo, Wendy Taylor
So my search continues. If you come up with other online marketing books worth a read, let me know.