Ask HN: What are your marketing must-reads? (esp. mobile app marketing)

My team (read: myself and my friend) would like to go into our new endeavor as well-informed as possible. Other than reading HN regularly, what are the best resources on marketing that we should be aware of?

I'm hoping to avoid "top 10" anything. Books, tools, blogs, and any other resources are very much appreciated.

What are your favorites? What do you consider required reading? What should be avoided?