I would start with the Purple Cow and Free Prize Inside by Godin, they are high level but they talk about that fact that you need to make your product exception

I would start with the Purple Cow and Free Prize Inside by Godin, they are high level but they talk about that fact that you need to make your product exceptional instead of pouring money into marketing. I would also check out Inbound Marketing by Halligan and Shah, I just got it and started it but so far it looks good.