The Marketing Mavens, Noel CaponThe way far too many people at far too many companies think about and execute marketing was born in an era when suppliers the companies generating products and services were in the catbird seat. That world is long dead, and customers now occupy that position. In this relentlessly globalizing economy, we live in a world of oversupply and underdemand, with too many suppliers chasing too few customers, offering more goods and services than the market can