Covert Cows is a well-rounded book about marketing, sales, hospitality, brand building, and creating company culture. While it focuses on the food and beverage industry, most of the lessons can be applied to businesses in other categories.
This is one of the first marketing books I've read and I learned a lot from it. It covers marketing strategies, systems, and specific tactics to utilize in your marketing plan. My favorite quote from 1PMP is "Struggling business owners will spend time to save money. Successful business owners will spend money to save time."