Would you agree that most marketing case studies and texts tend to concentrate on the mass-consumer style of marketing. I found that most of it concentrating o

Would you agree that most marketing case studies and texts tend to concentrate on the mass-consumer style of marketing. I found that most of it concentrating on building of large brands (ie Coke), attempting to conjure demand out of thin air (ie iPad) and a few other megacorp type activities. This is all very interesting and useful to some, but by far the majority of marketing activity (call it the long tail) is by small and mid-size companies trying to communicate with their potential clients and customers. This is not about mass brand building but more about strategies to find low cost and effective strategies to help people with 'your' problem find 'your' solution. I actually took a course on marketing for professional and smaller firms, but the whole thing was just about getting box seats at the football in order to grease up key figures in large organisations. It was beyond useless.