If you want to be a successful marketer in the near and upcoming future,  don't look to books or so called experts for advise, because they don't have it.  According to an article in Forbes, people are becoming immune to traditional techniques, and no one really knows what to do about it.  The successful campaigns these days create an experience for the customers of the brand, and successful marketers are those that are curious, love change, and generate ideas that drive change. The article uses campaigns like Nike's "Write the Future", as an example of this.  It seems that creativity is key successful marketing these days, and the beauty of creativity is that it is undefined.  To accomplish it you have to create it....

Nike's "Write the Future" campaign :http://www.youtube.com/watch?v=dBZtHAVvslQ

Forbes' Article: http://www.forbes.com/sites/dorieclark/2012/11/11/the-end-of-the-expert-why-no-one-in-marketing-knows-what-theyre-doing/