This is Marketing by Seth Godin

How can you use marketing to spread your ideas and make the impact you seek? The fact is that marketing has changed—it has more reach and more speed than ever before. And, it is no longer synonymous with advertising, something that was done to the customer, rather than for them. This is Marketing shows how, in today’s world, effective marketing must rely on empathy and service. You have to understand your customers’ worldview and desires, build tensions, and create ideas that spread. Above all, you must target the smallest viable audience for your message and craft a story that resonates with the listener.