The question I want to pose is this: how should the absolut, the ideal and the most fabulous Marketing look like?
By closing our eyes really tight and trying to forget everything we know about the given world, I think that this utterly superb and fabulous marketing should include the following:

• a consumer, in search of a product or a service should receive without any commitment whatsoever all the information relevant to the product: technical features, market information, evaluation of others who tried the product, all the pros and cons and if required: even statistics – but never: advertising!
• a free consultation – again: with no strings attached,
• and then he should be able to control all the terms of his acquisition within a negotiation: the warranty, the after-sales support, and maybe even a credit which facilitates the buy,
• and then all the these promises are carried out!

Today it is hard to find a single name to fit in everything in this situation, but nevertheless we can prepare some sort of a salad with marketing jargon to describe it: On-line & Dialogue Marketing + Permission Marketing + Direct Marketing + Customer Relationship Management + ... as for the last part of the process, there is hardly an appropriate marketing term to be found, but maybe I should look it up in something related to quality management.

Is it utopian to think of such a Marketing?

From the point of view of the professionals of the marketing industry – despite of massive developments in IT and of changes in consumer-lifestyle and perceptions – the time of this absolute, ideal and most fabulous Marketing has most likely not come yet. Because the general consensus among these professionals is that the average consumer can still be easily manipulated as thought in the "elite" universities who specialize in this very endeavor.

On the other hand we cannot ignore a certain type of consumer who already systematically avoids to be subjected to any kind of advertising. Who’s brain automatically shuts down when his eyes scroll over a banner when walking on the street or over a print while reading a newspaper. But we can find traces of their subversive existence on every page of the Internet they have visited. Not only are these people under no spell of manipulation, but we can hardly imagine how this manipulation should reach them.

If we would isolate manipulation altogether, we’re in for a surprize!... we'll discover that the absolute, the ideal and the most fabulous Marketing does exist. Already. The only problem is that the Marketing experts forgot to celebrate its birth...but this does not keep the baby from growing!