Consumer Generated Marketing
You have to hand it out to the Profs in business schools to come out with a easy name for touch concepts. A lot of the times an easy name makes it easier to remember and understand the concept.
Jim Heskett writes in the HBS Working Knowledge about the "marketing buzz" generated by consumers on newsgroups, blogs and other conversations on the internet.
However, this could be old news for people who know that "markets are conversations". (The Cluetrain Manifesto)