From Janet Maslin's review of Richard Dawkins' new autobiography:

With the benefit of hindsight, and with a dearth of other compelling material, he wonders if “The Immortal Gene,” a title suggested to him by a London publisher, might have been better than the one he used. “I can’t now remember why I didn’t follow his advice,” he writes. “I think I should have done.”

I always felt that "The Dynastic Gene" would have best communicated the book's fundamental concept, since your genes spread by helping promulgate copies of themselves in one's relatives.