One book which definitely should interest any marketing practitioner is a book by my good friend Lois Kelly, who also blogs on the Foghound blog.
The book – called Beyond Buzz, The Next Generation of Word-of-Mouth Marketing – is a great “how to” book with a ton of actionable ideas. The author does a great job clarifying the distinction between making meaning and making buzz. She also teaches you how to uncover interesting things about your company or product and turn them into “point of views” that people will want to talk to you about, she tells you how to organize customer listening tours, and much more. The book also provides some great frameworks and questionnaires to help you turn word-of-mouth strategies into actionable plans that will work, and not fizzle out or backfire, as many of them do.
Definitely a great book to have on your office bookshelf.