I really like this analogy too, I've often thought that business was just like fishing.
I have a book that I really like called Fish Tales, it's one in a series of books about the 'Fish Philosophy'.
It's not specifically about marketing but it is about attitude and how using creativity to be unique can improve business and your whole life.
The tagline on the book is Real Life Stories to Help You Transform Your Workplace and Your Life.
It's by Stephen C Lundin, John Christensen and Harry Paul.