Machiavelli - The Prince Mentor Book's version with forward by Christian Gauss.
WHY MARKETERS SHOULD READ: Because Machiavelli delivers a great primer
on dealing with unethical tactics - like blog swarms, short sellers,
social activists, corrupt competitors, media relations, etc.
MONEY QUOTE: A
new prince has never been known to disarm his subjects, on the
contrary, when he has found them disarmed he has always armed them, for
by arming them, these arms become your own, those that you suspected
become faithful, and those that were faithful remain so, and from being
merely subjects become your partisans. (Pg. 105)
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