For me marketing has always been about working with very large communities of stakeholders, like the Java community at Borland, the Linux community at Red Hat, the PHP community at Zend Technologies and the Maven community at Sonatype. Building the relationship with their communities has helped these companies disrupt their (much larger) competitors and build strong brands.
Today, Internet enabled technologies make it possible for every endeavor to discover stakeholders locally and worldwide, engage them, collaborate with them and create profitable relationships as a result. The new marketing is about making sure that potential customers find you when they need you, not about interrupting them when they have no interest.
I love this stuff. And I love helping organizations introduce new marketing strategies and programs that use these new technologies and communication channels.