The best book I've ever read about marketing isn't about marketing. It's about baseball. The book's called Moneyball: The Art of Winning an Unfair Game , by Michael Lewis. If you're a marketer or advertiser you need to read this book. The premise of the book is that baseball insiders are guilty of a herd mentality that is focused on the wrong things and reaches the wrong conclusions.

Guest Post by Bob Hoffman I stand naked before you with the intent of committing heresy )okay, I'm not really naked, but I'm still pretty unsettling to look at.( My heresy is this - I don't think the internet is all that interactive. If I'm right, this has big ramifications for us in the online marketing world. What Do We Mean By Interactivity? Let's start at the beginning. I know the web is interactive for you, and I know it's interactive for me.