Youtility: Why Smart Companies Are Helping, Not Selling - Jay Baer Probably one of the top marketing books I have read in a long time. Baer breaks down the changing face of marketing which companies must adhere to or get left behind in the evolution of more involved customer bases and presence of social media. Examples are well laid out and measurement tactics are well defined. With the buzz surrounding this book, I wanted to make sure it wasn't fluff. It isn't. This is a book that I will be purchasing.