Stealth Marketing

I have just been looking at Andrew M. Kaikati's Stealth marketing: How to reach consumers surreptitiously that was published in the California Management review last summer. Unfortunately it is a pdf that you cannot print out, which is annoying for anybody under 25. Apart from that it is a fairly well balanced piece if you are of an old school marketing persuasion trying to find the latest thing. However I fundamentally disagree with one point that "Stealth marketing is here to stay" Word of mouth is the element that has propped up stealth marketing, as knowledge passes faster the truth will always come out. Try re-reading the piece but applying a honest approach to all the tactics mentioned, it does not reduce the efficiency of any of the ideas. Instead of treating consumers like idiots work with them. Remember you're a consumer too.