James Cherkoff has produced a manifesto, What is Open Source Marketing? It’s beautifully produced, but perhaps not that original. As with Seth Godin’s Permission Marketing, I always feel that attempts to rebuild marketing from the ground up end up recommending something very close to what we call public relations.
PR practitioners are used to losing control of messages, and of the unpredictability of third party endorsement.
For a highly original contribution to the open source debate, I recommend Douglas Rushkoff’s Demos paper Open Source Democracy from 2003.
PR Studies 
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