The Future of Marketing: Critical 21st Century Perspectives

The Future of Marketing: Critical 21st Century Perspectives

by P. Kitchen


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Product Details

ISBN-13: 9780333992869
Publisher: Palgrave Macmillan UK
Publication date: 02/04/2003
Edition description: 2003
Pages: 196
Product dimensions: 5.51(w) x 8.50(h) x 0.03(d)

About the Author

DON E. SCHULTZ Professor (Emeritus) of Integrated Marketing Communications, Medill School of Journalism, Northwestern University
W. FRED VAN RAAJI Professor of Economic Psychology, Tilburg University
THEO POIESZ Professor of Economic Psychology, Tilburg University
WALTER VAN WATERSCHOOT Professor of Marketing, University of Antwerp
ELS GIJSBRECHTS Professor of Marketing, Tilburg University
MICHAEL THOMAS Emeritus Professor of Marketing, Strathclyde University
JOHN PHILIP JONES Professor, Department of Advertising, Syracuse University, New York
CEES VAN RIEL Professor of Corporate Communications and Director of the Corporate Communications Centre, Erasmus University
GUIDO BERENS Doctoral Student, Erasmus University
STEPHEN BROWN Professor of Marketing Research, University of Ulster
JAGDISH N. SHETH Charles H. Kellstadt Professor of Marketing, Goizueta Business School
RAJENDRA S. SISODIA Trustee Professor of Marketing & Founding Director of the Center for Marketing Technology, Bentley College

Table of Contents

Editorial Stance on the Future of Marketing: Critical 21st Century Perspectives; P.J.Kitchen Redesigning Marketing to Fit a Different Marketplace; D.E.Schultz Rethinking the Value Concept in Marketing; W.F.Raaji & T.Poiesz Knowledge Transfer Through Marketing Textbooks: The Howard and Sheth Typology; W.Waterschoot & E.Gijsbrechts Professionalism in Marketing: An Oxymoron?; M.Thomas How Clients Can Improve Their Advertising By Improving Their Decision-Making; J.P.Jones Corporate Branding: The Marketing Perspective; C.Riel & G.Berens Let's Do the Time Warp Again: A Marketing Manifesto For Retro Revolutionaries; S.Brown The Future of Marketing; J.N.Sheth & R.S.Sissodia Drawing the Strands Together; P.J.Kitchen A Meeting of Minds; P.J.Kitchen

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