Kathy Sierra posted a great essay on a better way to market: TEACH. If you teach your customers as opposed to forcing information down their throats, they are more likely to become advocates for you and your product.
You know what, this is a great management principle also. Teach everyone in the organization about the essense of the organization. If upper levels of management are truely open and transparent, employees will get it! Create passionate colleagues, employees, suppliers. Teach them what is important about the business, not just how to do their jobs.