[NTG-context] New style alternative for \cite?

[Oliver Buerschaper]

Hi Taco,

I'd like to typeset my references in a sort of "authortitle" citation  
style in the main text (actually hidden away in footnotes, so the  
final length of the phrase is not an issue):

T. Hoekwater, ConTeXt Publication Module

How could this be done? After a quick glance at the module's source I  
figured this might take me weeks if not months to work it out myself :-(

Thanks for your help and best wishes,
Oliver