Although books on marketing of all kinds proliferate, I don't know of any I would consider definitively authoritative on online marketing - and to be honest, with marketing opportunities in the online space changing and increasing daily, it would be hard for any book to be sufficiently up to date to be directly relevant (the timelines for the distribution of traditional media tend to militate against reflecting the ever-evolving online world!).
The answer to your question does depend very much on the nature of your product/service, how innovative, distinctive and compelling it is in itself, whom you have defined as your target audience, and what your business/sales/financial objectives are in what timeline.
While it is difficult to answer your question truly helpfully in the abstract, I would suggest considering the following principles of approach:
- decide how you are going to position your product, who its prime target audience is, what its competitive edge is, identify (this is very important) what its EMOTIONAL as well as its rational benefits are, and how you can express all of this in a way that is compelling and differentiating
- from your own brand and target audience definition should flow a sense of where the consumers most likely to be attracted to your brand congregate online. A simplistic way of getting a better sense of this when you have zero marketing resources and budget (which I am assuming is the case) is to search across a number of different engines for your brand's competitors or similar products and thereby identify which blogs are reviewing/commenting on players in your category/which online communities are interested in products/services like yours, so that you can target those specifically to get online buzz going
- consider doing something highly impactful and creative to generate buzz in the blogosphere for your brand. One obvious route is to put together a highly engaging and impactful viral video which may feature your brand but not at the expense of the entertainment value (eg Smirnoff Raw Tea's 'Tea Partay') or which gives no clue to your brand at all but stirs up enough intrigue and buzz to enable you to do a big reveal in due course (eg Lonelygirl15) and post it on YouTube. All you need here is some highly creative minds - if not readily available in your company, students at your nearest film college are a potential source - a camcorder and a clear understanding that your video has to be HIGHLY entertaining and engaging to be viewed and passed on.
There are likely to be a number of focused, highly targeted opportunities based on what you are selling and who your target audience is, but I'm afraid I can't get any more specific when talking broadly in the abstract - I hope this helps.
