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.
1. Introduction: Does Marketing Need Reform? PART
1. MIRROR, MIRROR ON
THE WALL: MARKETINGS 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 MARKETINGS
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 MARKETINGS SACRED COWS
11. Challenging the
Mental Models of Marketing
12. Whither Marketing? Commentary on the
American Marketing Associations 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
MARKETINGS 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. Marketings Final
Frontier: The Automation of Consumption
22. The Marketing-IT Paradox:
Interactions from the Customers 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 Marketings 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 Marketings 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
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).
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