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German-born thinker Theodore Levitt's groundbreaking 1960 article Marketing Myopia established him as a world-famous business figure and led to him being dubbed "the father of modern marketing." At the time he published the piece, marketing did not even exist as a separate business discipline. Recognizing that companies went bust when the market for their products dried up, Levitt set to finding out why. He wrote Marketing Myopia as a manifesto.

Since it was first published in 1973, A Random Walk Down Wall Street has been a highly influential best seller. Burton G. Malkiel demolishes the idea that investment "experts" can predict stock price changes and thereby "beat the market." With all available information that could affect the value of a company's shares known almost instantly to all investors, Malkiel says, shares quickly find the price that reflects that information. This is known as the efficient market hypothesis.

One of the most influential books on economics ever written, Thomas Robert Malthus's An Essay on the Principle of Population remains one of the most controversial too. This 1798 work inspired naturalists Charles Darwin and Alfred Russel Wallace to develop the theory of natural selection. But it has also sparked criticism - Karl Marx famously called Malthus a "lackey of the bourgeoisie." Yet this hasn't stopped leading present-day environmentalists from taking up Malthus's ideas.

Economist Amartya Sen's 1997 work Development as Freedom presents a "middle way" approach to how we should look at international development, based on the idea that its success or failure cannot be measured by income alone. Having grown up in India, Sen brings his own understanding of what poverty really means to the issue, arguing that above all, the process and goal of development must be human freedom. He backs up this idea through his concept of "capabilities."

Written more than 2,000 years ago, this earliest surviving work on how to wage war successfully - and above all, rationally - argues that winning requires careful advance planning, better sources of information than your opponent, and a strategy that's flexible enough to adapt to changing conditions. Sun Tzu concludes that in the end, a decision not to take military action can be every bit as sensible and effective as being able to triumph on the battlefield.

American sociologist and priest Jay MacLeod's 1987 work Ain't No Makin' It is groundbreaking for the novel way it combines field research with theory. The book follows the lives of two groups of young men from a low-income housing project in the greater Boston area. In it, MacLeod shows how poor people who aspire to live the American dream face many more obstacles than their middle-class counterparts.

Reflections on the Revolution in France may read like an exercise in political theory. But when it was first published in 1790, Edmund Burke was fighting a real political battle. Burke saw that the Enlightenment ideas that had inspired radical political change in France the year before were beginning to take root in England. He wanted to discredit these dangerous thoughts before they sparked a revolution in his own country.

James E. Lovelock says the Earth (Gaia) is a superorganism, made up of all living things, interacting with the air, the oceans, and the surface rocks of the planet. He suggests Gaia takes an active role in keeping the planet safe for life, with automatic feedback mechanisms making adjustments as needed. Lovelock describes feedback mechanisms that are widely accepted. It is the implication that Gaia is somehow self-aware that is controversial.

The era after World War II saw America's urban planners treat the lives of city-dwellers with disdain. It spawned a philosophy of urban renewal that valued the efficient movement of cars more than it valued the lives of people, and that wiped out entire neighborhoods dismissed by bureaucrats as slums. Published in 1961, Jane Jacobs's The Death and Life of Great American Cities examines the shortsightedness and failure of this philosophy. The book turns away from strict statistical study and abstract planning theory in favor of observations.

Meditations is a remarkable work, a unique insight into the thinking of one of the most conscientious and able Roman emperors, Marcus Aurelius, who ruled at the apex of Roman might in the late second century CE. It was never intended to be widely circulated. Indeed, it was almost unknown until the 16th century. The work is like a series of jottings, written for its author's own improvement; it has no formal structure and its arguments follow no obvious pattern.

Published in 1980, Michael E. Porter's Competitive Strategy went against the accepted wisdom of the time that said firms should focus on expanding their market share. Porter claimed they should, in fact, analyze the five forces that mold the environment in which they compete: new entrants, substitute products, buyers, suppliers, and industry rivals. Then they could rationally choose one of three "generic strategies" - lowering cost, differentiating their product, or catering to a niche market.

First published in 1978, Palestinian American historian Hanna Batatu's The Old Social Classes is considered to be the definitive social history of 20th century Iraq. Tom Nieuwenhuis, a scholar specializing in the region, called it "the best, most detailed modern history of any Arab country," while an entire conference was held in 1989 to discuss its implications.

Competitors have always existed in business, but what if it were possible to render your competition irrelevant? This is the critical question posed in W. Chan Kim and Renée Mauborgne's book Blue Ocean Strategy. According to Kim and Mauborgne, the path to success of any company does not lie in taking on potential competitors but in the creation of "blue oceans" in uncontested market space. The authors offer analytical frameworks and tools to help businesses identify and capitalize on these new opportunities.

British-born American political activist Thomas Paine wrote Rights of Man in 1791 in response to Reflections on the Revolution in France, Edmund Burke's attack on the French Revolution. Burke was wary of tearing down old institutions of government. But Paine argued that revolution is acceptable - in fact, necessary - when government ignores the rights of its people. Not surprisingly, Rights of Man proved very popular in the newly liberated United States, selling over 100,000 copies.

Though written around 1513, more than 500 years ago, Italian diplomat Niccolò Machiavelli's The Prince is still very influential. Listeners turn to it for its direct advice on the question of how to attain - and retain - power. Machiavelli's answer, in brief: use any means necessary to make sure the state survives. Given the changeable nature of politics, the strong ruler that Machiavelli describes may need to lie or cheat, deceive and, if necessary, resort to acts of violence - all the while maintaining an "image" of goodness.

Richard Dawkins' 1976 investigation into the science of evolution has become an enormous success, selling over a million copies in 25 languages. Drawing on the work of renowned evolutionary scientists, Dawkins makes his argument about evolution by focusing on the gene itself. While others considered evolution to occur at the level of the individual or the group, here Dawkins sees the process of natural selection differently.

American sociologist Jack A. Goldstone examines the causes of revolutions and uprisings in the period between 1500 and 1800. Investigating cases in both Europe and Asia, the conclusions he reaches are surprising. Many thinkers had previously believed that Europe's distinctive history - and particularly the rise of capitalism - had created the specific revolutions and political changes that launched the continent on a path to global supremacy. Goldstone says this is wrong, and that European and Asian states were, in fact, all experiencing similar developments.

Note: This is a summary and analysis of the book and not the original book. With 1962's Centuries of Childhood: A Social History of Family Life, Philippe Ariès didn't just produce the first history of childhood. He also helped popularize the idea that history should focus on ordinary people. Studying the demographic and cultural evolution of modern society was his life's work, and this book was his most significant contribution.

Among the general public, Descartes is probably most famous for his pronouncement "I think, therefore I am." That statement first appeared in an earlier work, but he expands on it in Meditations as he considers the idea of the mind as a separate entity to the body - the "dualist" approach. Descartes also set out to dispel skepticism - the idea that one cannot truly know anything. Using his "methodological skepticism," he showed that by doubting everything, we can know some things beyond doubt.

World Order draws together Henry Kissinger's thinking on how we make sense of the world politically. Kissinger identifies four principal competing methods by which order has been and is still sought. Those four conceptions are European, Chinese, Islamic, and American. None of these has been accepted as dominant. Kissinger asks whether a new, universal world order can be developed today.