David Meerman Scott
A great overview of grassroots marketing, recently updated. Highly recommended if you are just getting started with marketing.
Always Be Testing: The Complete Guide to Google Website Optimizer
Bryan Eisenberg, John Quarto-vonTivadar
A must-have if you want to do split-testing. Lots of great concrete ideas, plus some good marketing gems.
Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide
John Jantsch
Great general book - probably the first marketing book I read.
Search Engine Optimization: An Hour a Day
Jennifer Grappone, Gradiva Couzin
Good overview of SEO, with suggestions for small steps you can implement over time.
Purple Cow: Transform Your Business by Being Remarkable
Seth Godin
You need a product that stands out in the crowd. Seth Godin's books are all useful and entertaining.
eBoot Camp: Proven Internet Marketing Techniques to Grow Your Business
Corey Perlman
Another good beginner, overview book about marketing on the Internet
Permission Marketing : Turning Strangers Into Friends And Friends Into Customers
Seth Godin
This is really useful for understanding why you need a list!
Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust
Chris Brogan, Julien Smith
I ran across this article, 10 Marketing Resources Every App Should Provide. Though it's geared toward Web-based applications, it has some good advice that should apply to Mac applications as well. (In fact, you'll see a familiar icon in Tip #2 that is a Mac application!)
Note to self: Make sure we are doing all 10 of these on the Karelia website! :-)
The AppStorm website may be worth browsing around; they have a Mac section that looks very nice!
