 | The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture by John Battelle
Buy new: $5.81 / Used from: $2.85 John Battelle and Tim O'Reilly popularized the term Web 2.0. Battelle is a brilliant, funny and energetic writer, telling the (mostly) Google story with real gusto.
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 | The Long Tail: Why the Future of Business is Selling Less of More by Chris Anderson
Buy new: $24.95 / Used from: $0.07 Chris Anderson did some innovating thinking and original research to prove how the web has upended traditional merchandising and the economics of what we offer -- and what we buy -- online.
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 | Meatball Sundae: Is Your Marketing out of Sync? by Seth Godin
Buy new: $15.57 / Used from: $5.00 I love Seth Godin's perspective on marketing, on how to be remarkable in the eyes of an increasingly jaded customer. He reminds us you can't just overlay all the sexy, interactive and viral web 2.0 stuff on top of a product or service unworthy of buzz.
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 | Permission Marketing : Turning Strangers Into Friends And Friends Into Customers by Seth Godin
Buy new: $19.00 / Used from: $4.00 Another classic from Seth Godin, coining the concept of permission marketing.
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 | The Big Switch: Rewiring the World, from Edison to Google by Nicholas Carr
Buy new: $17.13 / Used from: $5.00 The story of software-as-a-service, hosted "in the cloud" and delivered across the internet. It sounds dry, but it's colorfully told.
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 | The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell
Buy new: $7.97 / Used from: $1.99 This is about more than the viral, exponential way things happen on the web -- it's a smart and lively review of how it happens all over, online and off, with fads, product sales, across personal networks, and in real-life viral illnesses.
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 | Wikinomics: How Mass Collaboration Changes Everything by Don Tapscott
Buy new: $18.45 / Used from: $2.92 This isn't great writing, but the authors are respected authorities. This is a good overall look at the phenomena of wiki-created online projects, mass collaboration, "crowdsourcing," etc.
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 | Spinning the Semantic Web: Bringing the World Wide Web to Its Full Potential
Buy new: $29.00 / Used from: $5.95 The Semantic Web may not be coming to pass exactly according to the standards envisioned for it by the World Wide Web's creator, Tim Berners-Lee. But this is still a compelling book about how the current "web of documents" is now being strung together into a "web of meaning," in which human programmers are helping computers understand the relationships between all the data found on the web.
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 | Web 2.0 and Beyond: Understanding the New Online Business Models, Trends, and Technologies by Tom Funk
Buy new: $27.96 / Used from: $22.99 I'm humbly adding my own new book -- my first! -- to this list. I have nothing of the stature of the other writers on the list, but I hope I've done a good job providing an "executive summary" for the businessperson trying to make sense of Web 2.0 technologies and marketing opportunities, so he or she can put some of them to practical use in their own organization.
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Listmania!
