books on marketing your business:     Marketing Without Advertising, by Michael Phillips and Salli Rasberry (Nolo). An essential book about advertising and marketing. An indispensable source to help you understand your business from the customers perspective.     Marketing High Technology, by William H. Davidow (The Free Press, New York, 1986). Although the book discusses a few specific high-tech products, it is about the principles that define a product, as opposed to a device, from the customers perspective rather than from an inventors point of view. Absolutely necessary for anyone considering a new product.     Positioning: The Battle for Your Mind, by Al Ries and Jack Trout (Mass Market Paperbacks, 1993). This book invents the concept of distinguishing you from your competition in the customers mind. It explains how that process works and how positioning has become one of the most important factors in business success.     Total Customer Service: The Ultimate Weapon, by William H. Davidow and Bro Uttal (Harper, 1989). A discussion of how customer service can provide a competitive advantage.     Write Great Ads, by Erica Levy Klein (Wiley, 1990). If you must advertise, read this book before you write the copy.     5. Personnel     If you need to hire anyone, you may want to glance through:     Smart Staffing, by Wayne Outlaw (Upstart Publications, 1998). Essential read for business owners who cant afford an HR department.     6. Home-Based Businesses     Running a business out of a home has its own special issues. Youll be interested in:     Home Business Made Easy, by David Hanania (Oasis Press, 1998). Step-by-step guide to setting up a business at home.     7. Corporations, Partnerships and Legal Matters     As I discussed in Chapter 4, you may want to organize your business as a partnership, limited partnership or closely held corporation. The following materials will prove helpful.     Corporations     How to Form Your Own California [Texas, Florida or New York] Corporation, by Anthony Mancuso (Nolo). Includes step-by-step instructions on how to incorporate a new or already