Influence - The Psychology of Persuasion, by Robert Cialdini: Excellent book about why we buy at a core Psychology level. Heavily refers to automobile sales techniques as well as prisoner of war techniques, but many others in there as well. I had a hard time putting this book down.
The 22 Immutable Laws of Marketing - Violate Them at Your Own Risk! by Al Ries, Jack Trout: Good general Marketing book and a quick read. Especially well focused on branding and to develop branding strategy. A very quick read too.
Designing Web Usability, by Jakob Nielson: This classic web usability book should be read by everyone in this business to see a nice, disciplined way of approaching and thinking about things.
Don't Make Me Think: A Common Sense Approach to We Usability, by Steve Krug: This book has some good basic usability points and then has some good tips for guerrilla usability testing on a shoestring budget. A very quick read too.
Information Architecture for the World Wide Web: Designing Large Scale Web Sites, by Paul Rosenfeld and Peter Morville: Good basics of group structure and how and why we approach problems a particular way in web world. A classic book.
Why We Buy, by Paco Underhill: This was really written more as a visual retail book or perhaps a brick usability book, but there is still a lot of good things in here to get you inside the head of shoppers. The internet section is antiquated :-)
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