I'm at a conference in Athens put on by the WPP group on the future of advertising, media and technology.
A session on online advertising inspired me to post links to two documents:
The Memo on Monday Morning, a white paper written by Steve Hayden (Vice-Chairman, Ogilvy), Doc Searls (Cluetrain Co-author) and myself on conversational marketing. I also posted on the topic at Technorati.
Digital Interactivity: Unanticipated Consequences for Markets, Marketing and Consumers a draft paper from two professors at the Harvard Business School presents a great framework to understand how online marketing is moving from the direct response model to a community model.