Yeah a lot of the marketing gurus out there are scams, but not all of them. For instance, consider the creator of The Rich Jerk (a good example of antimarketing). I've heard from marketing experts that his ebook actually contains very useful material for beginners (not that I endorse it, because I haven't read it).
A very good friend of mine, who is a marketing professional, uses to says that if someone on the street sees a crappy car somewhere (some old Ford from the 90's) and believes that it's worth a Ferrari, than he's perfectly right
Marketing is more about how people will imagine your products and not so much about the product itself ...
