Does Marketing Need Reform?: Fresh Perspectives on the Future: Fresh Perspectives on the Future

by Sheth,Jagdish N

• ISBN13: 9780765616982
• ISBN10: 076561698X
• Format: Hardcover
• Copyright: 2006-02-15
• Publisher: Routledge

Table of Contents

Introduction: Does Marketing Need Reform?	3	(10)
Jagdish N. Sheth
Rajendra S. Sisodia
PART 1. MIRROR, MIRROR ON THE WALL: MARKETING'S IMAGE, EXCESS, AND RESISTANCE PROBLEMS	13	(42)
Coming to Concurrence; Improving Marketing Productivity by Reengaging Resistant Consumers	15	(11)
J. Walker Smith
The Image of Marketing	26	(11)
Jagdish N. Sheth
Rajendra S. Sisodia
Adina Barbulescu
Why Marketing Needs Reform	37	(8)
Johny K. Johanson
Marketing Reform: The Case of Excessive Buying	45	(10)
Naresh K. Malhotra
Lan Wu
Fred C. Allvine
PART 2. ARE MARKETING'S PROBLEMS SELF-CORRECTING?	55	(34)
Does Reform Need Reform?	57	(7)
Stephen Brown
The Morality of Markets, Marketing, and the Corporate Purpose	64	(5)
Debra Jones Ringold
On Reforming Marketing: For Marketing Systems and Brand Equity Strategy	69	(9)
Shelby D. Hunt
Does Marketing Need Reform? Personal Reflections	78	(4)
Russell S. Winer
Reform, Reclamation, or Improvement; Reinventing Marketing	82	(7)
David W. Stewart
PART 3. RETHINKING MARKETING'S SACRED COWS	89	(62)
Challenging the Mental Models of Marketing	91	(14)
Yoram (Jerry) Wind
Whither ``Marketing''? Commentary on the American Marketing Association's New Definition of Marketing	105	(4)
Gregory T. Gundlach
Interaction Orientation: The New Marketing Competency	109	(10)
V. Kumar
Girish Ramani
Customer Advocacy: A New Paradigm for Marketing?	119	(7)
Glen L. Urban
Does Marketing Need to Transcend Modernity?	126	(8)
A. Fuat Firat
Nikhilesh Dholakia
From Marketing to the Market; A Call for Paradigm Shift	134	(17)
Alladi Venkatesh
Lisa Penaloza
PART 4. ADJUSTING TO MARKETING'S CHANGING CONTEXT	151	(48)
Ethical Lapses of Marketers	153	(5)
Philip Kotler
The Price Is Unfair! Reforming Pricing Management	158	(8)
Kent B. Monroe
Lan Xia
Marketing to the New Customer Majority	166	(6)
David B. Wolfe
Questions Marketers Need to Answer	172	(8)
Tim Ambler
Marketing's Final Frontier: The Automation of Consumption	180	(11)
Jagdish N. Sheth
Rajendra S. Sisodia
The Marketing-IT Paradox: Interactions from the Customer's Perspective	191	(8)
Pierre Berthon
Joby John
PART 5. MARKETING AND ITS STAKEHOLDERS	199	(38)
Making Marketing Accountable: A Broader View	201	(8)
Katherine N. Lemon
Kathleen Seiders
Out of Sight and Out of Our Minds: What of Those Left Behind by Globalism?	209	(8)
Russell Belk
Expanding the Perspective: Making U.S. Marketing Relevant for the New World Order	217	(5)
Susan P. Douglas
C. Samuel Craig
What Can Industrializing Countries Do to Avoid the Need for Marketing Reform?	222	(7)
Kerry Chipp
Scott Hoenig
Deon Nel
Leveraging Marketing's Influence in Team and Group Settings	229	(8)
Anne Stringfellow
Sandy D. Jap
PART 6. ACADEMIA, HEAL THYSELF: REFORMING MARKETING SCHOLARSHIP AND EDUCATION	237	(46)
The World of Marketing Thought: Where Are We Heading?	239	(9)
William L. Wilkie
Marketing: A Tale of Two Cities	248	(4)
Gary L. Lilien
Marketing or Marketers: What or Who Needs Reforming?	252	(9)
Rajiv Grover
Revitalizing the Role of Marketing in Business Organizations: What Can Poor Academics Do to Help?	261	(4)
Jagmohan S. Raju
Does Marketing Need Reform School? On the Misapplication of Marketing to the Education of Marketers	265	(5)
Morris B. Holbrook
Musings on the Need for Reform in Marketing	270	(13)
Rajan Varadarajan
PART 7. A NEW MISSION FOR MARKETING	283	(52)
Marketing: A Perpetual Work in Progress	287	(8)
Frederick E. Webster, Jr.
Recapturing Marketing's Mission	295	(5)
Leonard L. Berry
Ann M. Mirabito
Holistic Marketing: A Broad, Integrated Perspective to Marketing Management	300	(6)
Kevin Lane Keller
Philip Kotler
Back to the Future: Putting the People Back in Marketing	306	(6)
Stephen J. Grove
Joby John
Raymond P. Fisk
Marketing Reform: A Meta-Analytic, Best Practice Framework for Using Marketing Metrics Effectively	312	(5)
John U. Farley
Praveen K. Kopalle
Designing a Business from the Customer Back: A Post-Industrial Management Competence	317	(7)
Stephan H. Haeckel
How to Reform Marketing	324	(11)
Jagdish N. Sheth
Rajendra S. Sisodia
About the Editors and Contributors	335	(8)
Index	343