I have been doing some reading, by accident, that is relevant to my Masters course at CSU. Ric Merrifield, who is largely responsible for Microsoft's business architecture methodology (Motion Lite being an early release), pointed me at "a new brand world" by Scott Bedbury. In it he mentions CK Pralahad idea of the customer being centre to the new world "a product is no more than an artifact around which customers have experiences". In the old world "company centric" practices were all the rage. In a later book Pralahad co-authors The FUture of Competition and declares product innovation is giving way to a world in which companies "co-create" products with consumers. Thus the new world may well be "consumer centric" or mass centric (the little people get their own back?)

Ill be adding my links here to share:
http://del.icio.us/drmcghee/marketing