Greetings,
All the talk about citations in org-mode inspired me to finish and polish some code I have been working on for my group for a while on bibtex/reftex/org-mode integration. I packaged it up in a literate programming org-file here:
https://github.com/jkitchin/jmax/blob/master/org-ref.org.
You can tangle the org-ref.el code out of the org-file. There are probably still some bugs in it, but it does pretty amazing things. Mostly, it defines several new functional links for labels, references to labels, citations, bibliography, list of tables and figures, and a handful of utility functions I find useful.