The master marketer of the 20th century has become the Wall Street whipping boy of the 21st. The company that pioneered TV advertising has been pushed off prime time by a new wave of marketers whose margins and budgets will bear the sky-high pricing. Even P&G questions whether "the P&G way" still works. Has time passed Procter by, or will the poster child of the old economy have the last laugh? Jack Neff reports on Page 48.