The WSJ has a fantastic overview of internet marketing in their article called The Secrets of Marketing in a Web 2.0 World. The following are bullet points from the article and additional links.

• Don’t just talk at consumers — work with them throughout the marketing process.
• Give consumers a reason to participate.
• Listen to — and join — the conversation outside your site.
• Resist the temptation to sell, sell, sell.
• Don’t control, let it go.
• Find a ‘marketing technopologist.’
• Embrace experimentation.

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Enterprise 2.0: The Dawn of Emergent Collaboration
Beyond Enterprise 2.0
Systems Marketing for the Information Age
How to Market to Generation M(obile)