The 22 Immutable Laws of Marketing is not a new book. It's a classic book from 1993. If you have the chance I recommend getting it as audio version read by the authors who take turns.
Al Ries and Jack Trout speak rather slowly and the language they use in a pretty matter-of-fact style is fascinating:
"Marketing is not the battle of products, it's the battle of perception."
When I heard that for the first time it got me thinking. My first thought on this book was "Oh I grabbed something ancient, again" but when I came across this sentence I knew these guys mean it.
They present a number of laws (if you count them all you should probably reach 22 in the end) building the foundation of marketing, based on human psychology.
And they give good examples, marketing campaigns that failed and burnt millions of dollars, but also very cheap and successful ones.
It all has a lot to do with niches, but it's pretty valid for global players also.
But the most fun in this book is their choice of words in various places:
"It's better to be first in the mind than it is to be first."
I take this as a must-read for every entrepeneur who wants to be successful. Even if you don't want to really apply anything of it, just absorbing the words can be very motivating.