Seth Godin's We are all Weird explores the 'myth of mass and the end of compliance'. Godin believes that mass marketing is coming to an end as the Internet allows people to choose in ways they have never chosen before.
Godin argues that everyone is now 'weird' and that being rich in the future will mean having meaningful choices. He challenges us to re-think how the world has worked and how it will work.
Even if he is partly right, the role or marketing and communication will have to change.
The book is highly recommended.