Jagdish N Sheth, Rajendra S Sisodia

Does Marketing Need Reform?

Fresh Perspectives on the Future: Fresh Perspectives on the Future

• Broschiertes Buch

Produktbeschreibung

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. As the editors note in their introduction; "Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well." The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 362
• Erscheinungstermin: 1. Januar 2006
• Englisch
• Abmessung: 254mm x 178mm x 20mm
• Gewicht: 681g
• ISBN-13: 9780765616999
• ISBN-10: 0765616998
• Artikelnr.: 21972944

Autorenporträt

Jagdish N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University. He is internationally known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. In 2004, Dr. Sheth was awarded both the Richard D. Irwin Distinguished Marketing Educator and the Charles Coolidge Parlin Awards, the two highest awards given by the American Marketing Association. Dr. Sheth is a prolific author, with several hundred articles and books published. Rajendra S. Sisodia is Professor of Marketing at Bentley College. He has a PhD in Marketing from Columbia University. In 2003, he was cited as one of "50 Leading Marketing Thinkers" by the Chartered Institute of Marketing. His book The Rule of Three (with Jag Sheth) was a finalist for the 2004 Best Marketing Book Award from the American Marketing Association. Forthcoming books include Firms of Endearment (with Jag Sheth and David Wolfe), Tectonic Shift: The Geopolitical Realignment of Nations and The 4 As of Marketing (both with Jag Sheth).

Inhaltsangabe

1. Introduction: Does Marketing Need Reform? PART 1. MIRROR, MIRROR ON THE
WALL: MARKETING'S IMAGE, EXCESS, AND RESISTANCE PROBLEMS 2. Coming to
Concurrence: Improving Marketing Productivity by Reengaging Resistant
Consumers 3. The Image of Marketing 4. Why Marketing Needs Reform 5.
Marketing Reform: The Case of Excessive Buying PART 2. ARE MARKETING'S
PROBLEMS SELF-CORRECTING? 6. Does Reform Need Reform? 7. The Morality of
Markets, Marketing, and the Corporate Purpose 8. On Reforming Marketing:
For Marketing Systems and Brand Equity Strategy 9. Does Marketing Need
Reform? Personal Reflections 10. Reform, Reclamation, or Improvement:
Reinventing Marketing PART 3. RETHINKING MARKETING'S SACRED COWS 11.
Challenging the Mental Models of Marketing 12. Whither "Marketing"?
Commentary on the American Marketing Association's New Definition of
Marketing 13. Interaction Orientation: The New Marketing Competency 14.
Customer Advocacy: A New Paradigm for Marketing? 15. Does Marketing Need to
Transcend Modernity? 16. From Marketing to the Market: A Call for Paradigm
Shift PART 4. ADJUSTING TO MARKETING'S CHANGING CONTEXT 17. Ethical Lapses
of Marketers 18. The Price Is Unfair! Reforming Pricing Management 19.
Marketing to the New Customer Majority 20. Questions Marketers Need to
Answer 21. Marketing's Final Frontier: The Automation of Consumption 22.
The Marketing-IT Paradox: Interactions from the Customer's Perspective PART
5. MARKETING AND ITS STAKEHOLDERS 23. Making Marketing Accountable: A
Broader View 24. Out of Sight and Out of Our Minds: What of Those Left
Behind by Globalism? 25. Expanding the Perspective: Making U.S. Marketing
Relevant for the New World Order 26. What Can Industrializing Countries Do
to Avoid the Need for Marketing Reform? 27. Leveraging Marketing's
Influence in Team and Group Settings PART 6. ACADEMIA, HEAL THYSELF:
REFORMING MARKETING SCHOLARSHIP AND EDUCATION 28. The World of Marketing
Thought: Where Are We Heading? 29. Marketing: A Tale of Two Cities 30.
Marketing or Marketers: What or Who Needs Reforming? 31. Revitalizing the
Role of Marketing in Business Organizations: What Can Poor Academics Do to
Help? 32. Does Marketing Need Reform School? On the Misapplication of
Marketing to the Education of Marketers 33. Musings on the Need for Reform
in Marketing PART 7. A NEW MISSION FOR MARKETING 34. Marketing: A Perpetual
Work in Progress 35. Recapturing Marketing's Mission 36. Holistic
Marketing: A Broad, Integrated Perspective to Marketing Management 37. Back
to the Future: Putting the People Back in Marketing 38. Marketing Reform: A
Meta-Analytic, Best Practice Framework for Using Marketing Metrics
Effectively 39. Designing a Business from the Customer Back: A
Post-Industrial Management Competence 40. How to Reform Marketing