Scientific Marketing by Claude Hopkins is rightly regarded as a must-read for any aspiring marketer.
Jay Abraham, Gary Halbert and Perry Marshall are just some of the marketing gurus that have recommended this book to their students.
Now you can read it online for free (it's public domain).
Ch1: How Advertising Laws Are Established
Ch2: Just Salesmanship
Ch3: Offer Service
Ch4: Mail Order Advertising - what it teaches
Ch5: Headlines
Ch6: Psychology
Ch7: Being Specific
Ch8: Tell Your Full Story
Ch9: Art In Advertising
Ch10: Things Too Costly
Ch11: Information
Ch12: Strategy
Ch13: Use of Samples
Ch14: Getting Distribution
Ch15: Test Campaigns
Ch16: Leaning on Dealers
Ch17: Individuality
Ch18: Negative Advertising
Ch19: Letter Writing
Ch20: A Name That Helps
Ch21: Good Business
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