Is it the case that Godin is sungestigg that marketing should be much more strategic, part of the long term strategy rather then an add on? In other words it should be integrated into the business / organisation.I like the way you have connected this to your earlier piece about press releases. I think press releases are a good communication tool but, again, they should be part of a strategic approach. Communication is not just about putting stuff out there but should be about creating genuine dialogue with clients / audiences.