Marketing is a difficult discipline, that requires both theoretical and practical knowledge. Just as marketing people should respect technical people, technical people should respect marketing people. I think in the long run one of the most important business lessons that people will take away from studying Microsoft is that when you put sharp technical people and sharp marketing people together and things click, you can create a very, very profitable business.
Luke's book provides an excellent introduction to product marketing and management, especially for software architects. He drills down into the method of what may sometimes seem to be marketing madness. Luke is a fairly engaging writer, and I enjoyed the work. I have a couple of nits I would pick: the chapter on logging seems like it is not congruent with the rest of the book, and I was yearning for more insight and depth in the effect of brand on software design than making brand names configurable, but of course that leaves room for book 2 (or 3, really). Well worth the read, even if he ought to lose the beard pic on his site.
The Recommended.Reading.1 entry is reserved for Enterprise Integration Patterns, the most excellent book by Gregor Hohpe and Bobby Wolfe. The book is all about using messaging to address enterprise integration issues. Although the book talks primarily about messaging, it is, in my opinion, the best book on service-oriented architecture on the market today. The material covers the depth and breadth of techniques related to messaging solutions, and references while stopping short of diving into the details of business process management systems [and rightfully justifying that as beyond the scope of the book].
The authors have maintained a website throughout the writing of the book, publishing early versions of the patterns for feedback, so you can get a little bit of the "try" before you bite off on the "buy."
As with most pattern books, the two most tangible benefits are codifying implemented, working and workable solutions to common problems and providing a common vocabulary by which to discuss the application of the solutions to new problems. For instance, if you are familiar with the patterns in the book, then I can make a statement like "The transaction aggregation system consolidates transactions from all of the lines of business (LOB). To increase the reliability of the solution, we will use Guaranteed Delivery with an Idempotent Receiver. To minimize the server utilization, the receiver will be an Event-Driven ConsumerService Activator. The messages will contain a Correlation Identifier to allow the LOB applications to correlate the acknowledgements, and will utilize a Messaging Bridge to connect the WebSphere MQ on the AS/400 and the Windows 2003 MSMQ.