While we in the West tries to shore up the ruins of Marketing, nobody

 

appears to want to reshape it The financial crisis has transformed the global marketing world and, at the same time, discredited many of the ideas regarding advertising, marketing, consumers and society that were taken for granted in the pre-crisis decades.  Here nobody appears to see the crisis as an opportunity to build a new form of capitalism. Nobody seems to see that the future can be  and most certainly should be better than the past. Without a doubt the institutions discredited by the crisis can be replaced with something better, not merely patched up and restored. Corporations see the crisis entirely as a threat to established ways of life and modes of thinking. Nobody is presenting a vision, or even a credible thought, about how the crisis could produce a better tomorrow. The best that  has been offered is a promise to clear up the mess created by previous  corporations.  Without a doubt the new forms of advertising and marketing that must emerge from the crisis must be very different from the systems that were so badlydamaged in the early 1980. The transformation will not just be a matter of rewriting some rules or replacing some incompetent people. It will mean changing the relationship between markets and consumers that has defined each successive version of marketing. It is time to engage with citizens' anxieties about the profound problems of pre-crisis marketing and advertising suddenly  revealed in 2008, the creation of an over informed society, clutter, lack of accountability, the Internet,Social Media and so on. Like all those packaged-upbundles of bad debt, contemporary advertising has no fundamental value. It was misplaced faith in future economic growth that drove up the values of 30- second TV commercials! The Clients spent so much money on advertising because they believed that they were living in the best of times and that it wasall just a one way street - upwards! We all now know all this wasn't true!