Loic Lemeur has posted on his blog an interview of Seth Godin he made at Ted. Seth Godin, for those who don't know, is one of the most popular marketing guru, and one of the most influent blogger in the world.. He wrote 2 main books that marked the marketing industry: Permission marketing and Tribes.
In this video Seth explains mainly the new concept of tribal marketing, which is inspired by all the social media that is happening on the web. It reminds me actually that as a student of Paris Dauphine I have attended a conference about tribal marketing held by Bernard Cova. Bernard Cova is a sociologist specialized in tribes and wrote several books about this topic. Tribal marketing consist in creating some tribes or using existing tribes of fans of a brand. Brands can leverage these tribes in order to promote or even to create new products that would fit customers' bid.
I will probably read this book pretty soon, and you should check this video, if you are interested in new forms of marketing.