List of resources (books, articles, video, website) that I recommend you to visit if you are interested in the Customer Experience topic. I am using these resources during my classes @SolvayBrusselsSchool and during workshops.
If you want to design the marketing strategy for your business, you should first start to analyse where you will play. What does it mean? It means that your product/service will be associated by consumers/buyers with other alternatives they have on the market (maybe no alternative exists which means that you creating a new category also referred as a blue ocean).