(Caveat: As a hacker with an interest/need to learn marketing)

22 Immutable Laws of Marketing - just the best overview for how to get out there (in the words of Steve Jobs, "it's a noisy world, the best you can ever hope or ask for is that just one single idea about what you do can be remembered"). Also might as well throw Positioning in there as its compliment.

Made to Stick - how to encapsulate a single idea, and hook it in people's minds

Founders at Work - a huge boost of motivation and some interesting individual strategies that people used, but light on useful tactics or broad strategies that you can action.

Not on the list, but I really highly recommend, is "Letting Go of the Words: Writing Web Content that Works" - an absolute bible for how to get your words on a website to be read and remembered.