Does Marketing Need Reform?: Fresh Perspectives on the Future [Hardcover]

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.Collects the insights of a group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. This book aims to set an agenda for a generation of marketing principles. It seeks to understand and explain how and why marketing has veered off course in order to steer it back in the right direction.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 Mol“Ô