Nothing new under the sun

Today was yet a sunny day here in Sweden. As my son took his daily nap, I took the time to reread the story of the Absolut Vodka. And as I commented to some friends, absolute worth reading again. I recognize the company internal debates on our marketing. I read about the classical viewpoint that was up for debate during the 1940's, which were strongly rejected during the 1960's and laughed about in th 1980's. So, why does it seem that I find these principles in the marketing department of a modern company?