What can marketing learn from behavioural science?

The marketing industry has been attempting to change people’s behaviour for years.  Advertisers use associations of beauty and sex to encourage us to buy products we might not even need; retailers know exactly how and where to place items in a store or on a web page in order to encourage us purchase more.
So, presumably the marketers have got it sussed and don’t need to learn anything from those of us on the academic side of behavioural science?  Well, not necessarily, and