The recent world events that were largely pronounced as "The Recession" had a number of consequences for marketers. The recession for the first time put financial departments at loggerheads with the marketing departments in various corporate sectors. Whilst the approach from two fields differed, one cannot help it but admit that finance had their way with future plans for companies that were structured in 2009. This obviously a consequence of lets cut down cost ( CDC ) syndrome, which goes against the principle of innovation.

One could be forgiven for assuming that whilst the boardroom dissagreements were largely based on old school of thoughts from both camps. Marketing on the other hand was also dealing with challenges of the new media, which at this stage the benefits can't be quantified and adds fuel to the accountant logic. One thing for certain though, the future of marketing has been shaped in a new direction with last years events.

Now more than ever, marketers have gone back to the basics ( Marketing at the end of the day needs to add to the bottom line & market share). The partners in this field now have to make it all work with minimum resources. I however, hold the view that it is in adversity that marketing as an institution will triumph. If anything has been learned from recent events is that we can no longer afford to take this sector as an irrelevant part of the business. Should we continue in those ways, without even speeding our understanding of new innovations in will be to the demise of this institution.