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Does Marketing Need Reform?: Fresh Perspectives on the Future
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Comments/Reviews
Description: 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.
Selected Contents:
1. Introduction: Does Marketing Need Reform?, Jagdish N. Sheth and Rajendra S. Sisodia
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, J. Walker Smith
3. The Image of Marketing, Jagdish N. Sheth, Rajendra S. Sisodia, and Adina Barbulescu
4. Why Marketing Needs Reform. Johny K. Johansson
5. Marketing Reform: The Case of Excessive Buying, Naresh K. Malhotra, Lan Wu, and Fred C. Allvine
Part 2. Are Marketing's Problems Self-Correcting?
6. Does Reform Need Reform? Steven Brown
7. The Morality of Markets, Marketing, and the Corporate Purpose, Debra Jones Ringold
8. On Reforming Marketing: For Marketing Systems and Brand Equity Strategy, Shelby D. Hunt
9. Does Marketing Need Reform? Personal Reflections, Russell S. Winer
10. Reform, Reclamation, or Improvement: Reinventing Marketing, David W. Stewart
Part 3. Rethinking Marketing's Sacred Cows
11. Challenging the Mental Models of Marketing, Yoram (Jerry) Wind
12. Whither "Marketing"? Commentary on the American Marketing Association's New Definition of Marketing, Gregory T. Gundlach
13. Interaction Orientation: The New Marketing Competency, V. Kumar and Girish Ramani
14. Customer Advocacy: A New Paradigm for Marketing?, Glen L. Urban
15. Does Marketing Need to Transcend Modernism? A. Faut Firat and Nikhilesh Dholakia
16. From Marketing to the Market: A Call for Paradigm Shift, Alladi Venkatesh and Lisa Penaloza
Part 4. Adjusting to Marketing's Changing Context
17. Ethical Lapses of Marketers, Philip Kotler
18. The Price Is Unfair! Reforming Pricing Management, Kent B. Monroe and Lan Xia
19. Marketing to the New Customer Majority, David B. Wolfe
20. Questions Marketers Need to Answer, Tim Ambler
21. Marketing's Final Frontier: The Automation of Consumption, Jagdish N. Sheth and Rajendra S. Sisodia
22. The Marketing-IT Paradox: Interactions from the Customer's Perspective, Pierre Berthon and Joby John
Part 5. Marketing and Its Stakeholders
23. Making Marketing Accountable: A Broader View, Katherine N. Lemon and Kathleen Seiders
24. Out of Sight and Out of Our Mind: What of Those Left Behind by Globalism?, Russell Belk
25. Expanding the Perspective: Making U.S. Marketing Relevant for the New World Order, Susan P. Douglas and C. Samuel Craig
26. What Can Industrializing Countries Do to Avoid the Need for Marketing Reform?, Kerry Chipp, Scott Hoenig, and Deon Nel
27. Leveraging Marketing's Influence in Team and Group Settings, Anne Stringfellow and Sandy D. Jap
Part 6. Academia, Heal Thyself: Reforming Marketing Scholarship and Education
28. The World of Marketing Thought: Where Are We Heading?, William L. Wilkie
29. Marketing: A Tale of Two Cities, Gary L. Lilien
30. Marketing or Marketers: What or Who Needs Reforming?, Rajiv Grover
31. Revitalizing the Role of Marketing in Business Organizations: What Can Poor Academics Do to Help? Jagmohan S. Raju
32. Does Marketing Need Reform School? Morris B. Holbrook
33. Musings on the Need for Reform in Marketing, Rajan Varadarajan
Part 7. A New Mission for Marketing
34. Marketing: A Perpetual Work in Progress, Frederick E. Webster, Jr.
35. Recapturing Marketing's Mission, Leonard L. Berry and Ann M. Mirabito
36. Holistic Marketing: A Broad, Integrated Perspective to Marketing Management, Kevin Lane Keller and Philip Kotler
37. Back to the Future: Putting the People Back in Marketing, Steve J. Grove, Joby John, and Raymond P. Fisk
38. Marketing Reform: A Meta-Analytic, Best Practice Frame for Using Marketing Metrics Effectively, John U. Farley and Praveen K. Kopalle
39. Designing a Business from the Customer Back: A Post-Industrial Management Competence, Steven Haeckel
40. How to Reform Marketing, Jagdish N. Sheth and Rajendra S. Sisodia
About the Editors and Contributors
Index
Review(s): This is a book of depth and creativity that indicates the state of the art. ...the journey is extensive and enriching and will be valuable as an update for everyone working in the discipline. By providing compelling and authoritative assessments of the state of the discipline and contributions that push the boundaries and refresh the understanding of the purpose, nature, and scope of contemporary marketing, this book steps firmly beyond what a textbook would accomplish. Journal of Marketing
    
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