Rethinking Marketing : Towards Critical Marketing Accountings

three of the chapters are incorporated in the new OUBS > B851 Future Marketing course: Rethinking Marketing is a comprehensive and critical reflection on marketing by leading international scholars inte field. It addresses the relevance of marketing today and proposes new ways forward for the discipline and the profession. The idea and language of marketing are used to legitimize change in organizations, markets and even societies, and consumption itself is central to this process. Yet, in many respects the ideology of marketing remains rooted in a largely unchanged marketing concept' that is now 40 years old. Rethinking Marketing provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the marketing profession, and marketing teaching and research - through an innovative dialogue among some of the most renowned international scholars in the field. As such it sets the stage for the furtheradvancement of the field. Rethinking Marketing will be essential reading for advanced level students and academics in marketing and consumer behaviour.