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Does Marketing Need Reform?: Fresh Perspectives on the Future

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Product Details

  • ISBN-13: 9780765616999
  • Publisher: Taylor & Francis
  • Publication date: 1/1/2006
  • Pages: 352
  • Product dimensions: 7.00 (w) x 9.92 (h) x 0.86 (d)

Table of Contents

1 Introduction : does marketing need reform? 3
Pt. 1 Mirror, mirror on the wall : marketing's image, excess, and resistance problems 13
2 Coming to concurrence : improving marketing productivity by reengaging resistant consumers 15
3 The image of marketing 26
4 Why marketing needs reform 37
5 Marketing reform : the case of excessive buying 45
Pt. 2 Are marketing's problems self-correcting? 55
6 Does reform need reform? 57
7 The morality of markets, marketing, and the corporate purpose 64
8 On reforming marketing : for marketing systems and brand equity strategy 69
9 Does marketing need reform? : personal reflections 78
10 Reform, reclamation, or improvement : reinventing marketing 82
Pt. 3 Rethinking marketing's sacred cows 89
11 Challenging the mental models of marketing 91
12 Whither "marketing"? : commentary on the American marketing association's new definition of marketing 105
13 Interaction orientation : the new marketing competency 109
14 Customer advocacy : a new paradigm for marketing? 119
15 Does marketing need to transcend modernity? 126
16 From marketing to the Market : a call for paradigm shift 134
Pt. 4 Adjusting to marketing's changing context 151
17 Ethical lapses of marketers 153
18 The price is unfair! : reforming pricing management 158
19 Marketing to the new customer majority 166
20 Questions marketers need to answer 172
21 Marketing's final frontier : the automation of consumption 180
22 The marketing-IT paradox : interactions from the customer's perspective 191
Pt. 5 Marketing and its stakeholders 199
23 Making marketing accountable : a broader view 201
24 Out of sight and out of our minds : what of those left behind by globalism? 209
25 Expanding the perspective : making U.S. marketing relevant for the new world order 217
26 What can industrializing countries do to avoid the need for marketing reform? 222
27 Leveraging marketing's influence in team and group settings 229
Pt. 6 Academia, heal thyself : reforming marketing scholarship and education 237
28 The world of marketing thought : where are we heading? 239
29 Marketing : a tale of two cities 248
30 Marketing or marketers : what or who needs reforming? 252
31 Revitalizing the role of marketing in business organizations : what can poor academics do to help? 261
32 Does marketing need reform school? : on the misapplication of marketing to the education of marketers 265
33 Musings on the need for reform in marketing 270
Pt. 7 A new mission for marketing 283
34 Marketing : a perpetual work in progress 287
35 Recapturing marketing's mission 295
36 Holistic marketing : a broad, integrated perspective to marketing management 300
37 Back to the future : putting the people back in marketing 306
38 Marketing reform : a meta-analytic, best practice framework for using marketing metrics effectively 312
39 Designing a business from the customer back : a post-industrial management competence 317
40 How to reform marketing 324
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