1. Marketing Communications: An Integrated Approach (Paperback) ~ Paul Russell Smith, Jonathan Taylor.
This is the single most comprehensive marketing communications text, it’s the Bible really, buy a zippered case and carry it under your arm like the marketing missionary you know you are. The chapters explore and integrate all eleven communications tools.  The book opens up marketing and communications in a sometimes frightening, often humorous and always enlightening way. It is an essential reading for anyone moving up the marketing ladder.
http://www.amazon.com/Marketing-Communications-Paul-Russell-Smith/dp/0749442654/ref=sr_1_1?ie=UTF8&s=books&qid=1260341174&sr=8-1

2. The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly ~ David Meerman Scott.
Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. Stop marketing with tinfoil wrapped around your rabbit ear antennas, jack into the matrix and create your own marketing reality.  The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well-thought out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition.
http://www.amazon.com/New-Rules-Marketing-PR-Podcasting/dp/0470379286/ref=sr_1_1?ie=UTF8&s=books&qid=1260341725&sr=1-1 
 

3. Groundswell: Winning in a World Transformed by Social Technologies ~ Charlene Li , Josh Bernoff.
It's a bestselling book based on analysis by Forrester Research filled with practical, data-based strategies for companies that want to harness the power of social technologies like blogs, social networks, and YouTube. It features full case studies, a complete road map for social strategy, and data from around the world. Learn more about the book, download an excerpt, see our reviews, or learn about how we can help your company. http://www.amazon.com/Groundswell-Winning-Transformed-Social-Technologies/dp/1422125009/ref=sr_1_1?ie=UTF8&s=books&qid=1260341677&sr=1-1

4. Telling Ain't Training ~ Harold Stolovitch.
This book is an entertaining and practical guide for every trainer and performance improvement professional as it tackles the three universal and persistent questions of the profession--how do learners learn, why do learners learn, and how do you ensure that learning sticks. This interactive book with its fun and breezy style illustrates the author’s point of view that learning should be active and enjoyable. Playful illustrations demonstrate the solid research that backs up the author’s contentions and helps readers separate learning myth from fact and to dispel beliefs and practices that often harm the instructional process.
http://www.amazon.com/Telling-Aint-Training-Harold-Stolovitch/dp/1562863282/ref=sr_1_1?ie=UTF8&s=books&qid=1260341497&sr=1-1

5. Presentation Zen: Simple Ideas on Presentation Design and Delivery  ~ Garr Reynolds
Presentation designer and internationally acclaimed communications expert and Zen master, Garr Reynolds, creator of the most popular Web site on presentation design and delivery on the net - presentationzen.com - shares his experience in a provocative mix of illumination, inspiration, education, and guidance that will change the way you think about making presentations with PowerPoint or Keynote. Presentation Zen challenges the conventional wisdom of making "slide presentations" in today’s world and encourages you to think differently and more creatively about the preparation, design, and delivery of your presentations. Garr shares lessons and perspectives that draw upon practical advice from the fields of communication and business. Combining solid principles of design with the tenets of Zen simplicity, this book will help you along the path to simpler, more effective presentations.  Breathe deeply, find the next level of Zen in your business communications.
http://www.amazon.com/Presentation-Zen-Simple-Design-Delivery/dp/0321525655/ref=sr_1_1?ie=UTF8&s=books&qid=1260341590&sr=1-1