Kottler wrote:

"Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders."

Yet in the past year, there has been a great deal of conversation about the opportunities now available to us thanks to new media.  (Check out this article at Knowledge@Wharton

So, where does your business need to focus in order to succeed?  Customer insight or new media?