For me, starting a new job means learning, learning and more learning. I came across this book, Marketing Mavens by Noel Capon, a few weeks back. I was impressed. Like all good business books, it's simple, has real business examples and re-enforces what you intuitively know.
I highly rate this book for anyone in all levels of marketing as well as folks like me who sell to marketers.
There are 5 main principles:
(1) Pick markets that matter - are you in the advertising business or database business?
(2) Select segments to dominate - do you serve the manufacturer, their channel and/or the end user?
(3) Design the market offer to create value and secure differential advantage - do you understand what your customer true values? If so, are you serving that need whilst making a profit?
(4) Integrate to serve the customer - are you customer focused or just giving lip-service to their needs?
(5) Measure what matters - not what you are good at but what the customer cares about!