Marketing Model

How has your Marketing Model evolved over the last year? How about over the last 3-5 years?
Have you shifted marketing investment money in any way? Have you measured the return or results? Have you redefined your "purpose" or tweaked the architecture in any way? I believe one serious shift that has occured in the last five years or so, is the movement away from "process". Process is linear in nature. I believe marketing has shifted away from this linear thinking. Perhaps Marketing begins with your purpose, & then a framework your create & tweak helps guide decision making and investments. A shared philosophy, directon & vision but certianly not a process. Strategy and choices and investments and measures and refinement - more choices driven by innovation, purpose & results.