In an ever-changing society, marketing refers to the ongoing attempts to maintain our production methods – our goods and services – related to more complicated social and personal circumstances. Our greatest issue is keeping this bond alive.

Marketing can enjoy a relatively stable period over a relatively long period of time in an era where changes are slower, products and services are less diverse, communication and distribution channels are not ubiquitous, and customers are less complex. It is possible to profit by "constant customer" and optimizing other variables in an era where changes are slower, products and services are less diverse, communication and distribution channels are not ubiquitous, and customers are less complex. However, this is no longer the case.