What influence do neuroscience, constructivism and the more recent motivational psychology have on marketing, distribution, and sales? Can the developments from Gerd Gerken’s “Farewell to Marketing” (1990), Malcolm Gladwell’s “Tipping Point” (2000), and Michael Stadtler/Peter Kruse’s “The Reality of Media” (1994/2013) to today’s “The Art of Immersion” (Frank Rose 2012) finally overcome the old Henry Ford axiom that of every dollar spent on advertising, 50 cents are thrown out the window, but one never knows which 50 cents it is? This event is not a retrospective but focuses on what it means to put this enormous gain of knowledge into practice today.