Inside the Tornado, Geoffrey Moore
I liked the part where he says that this book is not really inventing any new marketing principles, but it is presenting them in a way that high-tech entrepreneurs--typically engineers--can understand them. That's how it feels. It feels like vague, hand-wavy marketing practices are being converted into equations.
I also like when he tells stories about real companies. One could compose an entertaining book just by compiling analyses, in hindsight, of all the failures and succcesses over the last decade of the high-tech industry. I wish Moore had done more of this; but his objective is pedagogy, not entertainment.