The New Marketing (journal article)
by Melissa Wilkinson
from Management Today September 2009
"In the glory days of mass consumption, marketing was about getting consumers to believe they didn't just want the latest and greatest product, they actually needed it. In a robust economy fuelled by excess and greed, consumers couldn't resist being swept up in the wave of campaigns promoting 'bigger, better, faster and newer'.
It was relatively easy for marketers to push products in an environment where consumers could afford to regularly replace and upgrade their goods. The job of marketing was to simply generate awareness and sell products; adding value to consumers was unimportant."