Searching For The Lost Marketing Concept

The current discussion about the blogging council seems to be drudging up a lot of definitions of marketing. Why is no one in the world of marketing standing up and defending the concept of marketing? Why does everyone think that marketing is purely advertising? It's a personal frustration of mine, but I am thinking we should return to the interwar years and call marketing directors; directors of advertising. What will it take for people to believe that that marketing concept actually might be a good idea and start implementing it?

Well maybe that ship has sailed and if I may paraphrase Joseph Carrabis, in his Society of New Communications Research presentation last week, winners win because in part they do not argue, rather they promote attractive ideas.