If you are new to memory and are interested in learning about the mind and memory, and I mustn't forget to add forgetting, this is a brilliant starting book. For me it is like the general public's introduction to memory - but would also be a great read for a keen undergrad entering psychology. It goes over a lot of the key concepts in psychology (memory oriented) and provides and spin that the reader can relate to the concept under discussion.
Memory from a broader perspective (see link below) would make a good accompaniment to this book, again for the same audience. For a softer introduction into memory see Seven Sins of Memory (see link below).
Memory from a Broader Perspective
The Seven Sins of Memory: How the Mind Forgets and Remembers