Marketing? Truly?

There are so many facets to marketing and as a department of one, it's overwhelming trying to incorporate new marketing tactics into a company with an old marketing mindset. No set budget, nothing to refer to, limited assistance, but a desire to do more and make it better. Listening to marketing podcasts, subscribing to blogs, RSS feeds, and social networking sites are great but how do I narrow down what's going to work for this company?