Marketing Isn't Just Promotion.
Proof, if ever it were needed, that the world hasn't changed that much and that the 4 Ps of marketing still prevail comes from the story of Stow Away Storage set up by two guys who noted an absence of storage facilities for sailors in their local harbour.
Obviously they'd need to attract customers and so they decided on a marketing budget of £10,000. But that didn't pan out.
In fact, they only managed to spend £3 and for that princely sum placed a postcard-sized ad in the window of their local post office for 6 weeks. They got orders worth £250,000. They'd spotted an unfulfilled need and met it.
The only aspect of the story that has any resonance with the world of new paradigms is their equivalent of the death of mainstream media. They can no longer advertise in the post-office window. It's been shut down.