Three changes in marketing
1. Advertising and marketing are no longer the same thing.
2. The most valuable forms of marketing are consumed voluntarily.
3. The network effect is the most powerful force in the world of ideas.
(The last assertion is based on the fact that culture changes everything about how we live our lives, and culture is driven by the network effect... society works because it's something we do together.)
Just about every big organization ignores all three.