I thought this article by Doc Searls was excellent.
Markets without Marketing | Linux Journal: "As I prepare for that, I thought I'd share some of the curriculum I've come up with. I'm looking for constructive feedback, suggestions and Stories From the Real World that might be useful to the tutorial. Here we go...
I. The Matrix is a metaphor for marketing
II. As Markets become truly free, we don't have much, if any, need for marketing.
III. Advertising is going to die. PR is already dead.
IV. The operative word is Relate.
V. There's no substitute for a good product. Or the only people who can improve it.
VI. Work the Because Effect. You'll make more money that way.