Does Marketing Need Reform?: Fresh Perspectives on the Future: Fresh Perspectives on the Future

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ISBN: 9780765616999 | 0765616998
Cover: Nonspecific Binding
Copyright: 1/1/2006

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Many marketers fear that the field's time-worn principles are losing touch with today's realities. Does Marketing Need Reform? collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles.

Introduction: Does Marketing Need Reform?
Mirror, Mirror on the Wall: Marketing's Image, Excess, and Resistance Problems
Coming to Concurrence: Improving Marketing Productivity by Reengaging Resistant Consumers
The Image of Marketing
Why Marketing Needs Reform
Marketing Reform: The Case of Excessive Buying
Are Marketing's Problems Self-Correcting?
Does Reform Need Reform?
The Morality of Markets, Marketing, and the Corporate Purpose
On Reforming Marketing: For Marketing Systems and Brand Equity Strategy
Does Marketing Need Reform? Personal Reflections
Reform, Reclamation, or Improvement: Reinventing Marketing
Rethinking Marketing's Sacred Cows
Challenging the Mental Models of Marketing
Whither "Marketing"? Commentary on the American Marketing Association's New Definition of Marketing
Interaction Orientation: The New Marketing Competency
Customer Advocacy: A New Paradigm for Marketing?
Does Marketing Need to Transcend Modernism?
From Marketing to the Market: A Call for Paradigm Shift
Adjusting to Marketing's Changing Context
Ethical Lapses of Marketers
The Price Is Unfair! Reforming Pricing Management
Marketing to the New Customer Majority
Questions Marketers Need to Answer
Marketing's Final Frontier: The Automation of Consumption
The Marketing-IT Paradox: Interactions from the Customer's Perspective
Marketing and Its Stakeholders
Making Marketing Accountable: A Broader View
Out of Sight and Out of Our Mind: What of Those Left Behind by Globalism?
Expanding the Perspective: Making U.S. Marketing Relevant for the New World Order
What Can Industrializing Countries Do to Avoid the Need for Marketing Reform?
Leveraging Marketing's Influence in Team and Group Settings
Academia, Heal Thyself: Reforming Marketing Scholarship and Education
The World of Marketing Thought: Where Are We Heading?
Marketing: A Tale of Two Cities
Marketing or Marketers: What or Who Needs Reforming?
Revitalizing the Role of Marketing in Business Organizations: What Can Poor Academics Do to Help?
Does Marketing Need Reform School?
Musings on the Need for Reform in Marketing
A New Mission for Marketing
Marketing: A Perpetual Work in Progress
Recapturing Marketing's Mission
Holistic Marketing: A Broad, Integrated Perspective to Marketing Management
Back to the Future: Putting the People Back in Marketing
Marketing Reform: A Meta-Analytic, Best Practice Frame for Using Marketing Metrics Effectively
Designing a Business from the Customer Back: A Post-Industrial Management Competence
How to Reform Marketing
About the Editors and Contributors
Index
Table of Contents provided by Ingram. All Rights Reserved.

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Does Marketing Need Reform?: Fresh Perspectives on the Future: Fresh Perspectives on the Future

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Table of Contents

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Does Marketing Need Reform?: Fresh Perspectives on the Future: Fresh Perspectives on the Future

Summary

Table of Contents

Supplemental Materials

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