I would recommend these books for a good grounding in marketing and fostering innovation:

   The Innovator’s Dilemma by Clayton Christensen
   Crossing the Chasm and Inside the Tornado by Geoffrey Moore
   Innovation and Entrepreneurship by Peter Drucker
   Marketing High Technology by William Davidow
   Four Steps to the Epiphany by Steve Blank
   Jumpstart Your Business Brain by Doug Hall
   E-Myth Revisited by Michael Gerber
   Blue Ocean Strategy by W. Chan Kim & R. Mauborgne
   Influence The Psychology of Persuasion by Robert Cialdini
   The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
   Secrets of Consulting by Gerald Weinberg

For an article that summarizes key concepts see http://skmurphy.com/wp-content/uploads/2007/04/Crucial%20Mar...

There is a companion slide deck here http://www.skmurphy.com/f/SDForum061211.pdf