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.
Table of 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 AMA's New Definition of Marketing, Gregory T. Gundlach; 13. Interaction Orientation: The New Marketing Competency, V. Kumar and Girish Ramani; 14. Customer Advocacy: The Start of a New Paradigm in 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 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 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, Steven Haeckel; 40. How to Reform Marketing, Jagdish N. Sheth and Rajendra S. Sisodia; About the Editors and Contributors; Name Index; * Subject Index.