Are you talking about online marketing or more traditional offline marketing ? People often talks about "Crossing the Chasm" and "The Long Tail", here are few more such books http://www.inc.com/geoffrey-james/top-10-marketing-books-of-... though these are not your Marketing 101 books.

IMO this list looks to have good How to marketing type of books http://www.amazon.com/Top-Marketing-Books-All-Time/lm/3JOLQU...