Markets Always Change.
At a seminar about the future of music, I heard a provocative suggestion. If every cellphone owner were prepared to pay an average annual subscription of $10 for unlimited music, the numbers would look like this.
4 billion phones x $10 = $40 billion.
Current size of music industry = $20 billion.
Crisis, what crisis? Of course, the specifics are debateable, but the point is undeniable. Change the way you look at your business and all sorts of discoveries will follow. What's this got to do with marketing. Well not that much if you view marketing solely as promotion, but when you remember that it encompasses the P of place (aka distribution) you'll agree that marketing really has to be approached with a long-term perspective. Its short-term practitioners are the problem, not a symptom.
Markets always change. Always have, always will. It's a crucial marketing discipline to anticipate and, where possible, lead those changes.