The Future of Marketing Critical 21st Century Perspectives [Hardcover]

This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. The book provides a series of critical perspectives on marketing from senior authors around the world. The book is not about 'what marketing is' for this is already recorded in innumerable texts. Rather the text gives comments, views, positive statements, criticisms and doubts from leading authors, concerning marketing and its role within business and as an academic subject in the 21st century.Editorial Stance on the Future of Marketing: Critical 21st Century Perspectives; P.J.Kitchen Redesigning Marketing to Fit a Different Marketplace; D.E.Schultz Rethinking the Value Concept in Marketing; W.F.Raaji & T.Poiesz Knowledge Transfer Through Marketing Textbooks: The Howard and Sheth Typology; W.Waterschoot & E.Gijsbrechts Professionalism in Marketing: An Oxymoron?; M.Thomas How Clients Can Improve Their Advertising By Improving Their Decision-Making; J.P.Jones Corporate Branding: The Marketing Perspective; C.Riel & G.Berens Let's Do the Time Warp Again: A Marketing Manifesto For Retro Revolutionaries; S.Brown The Future of Marketing; J.N.Sheth & R.S.Sissodia Drawing the Strands Together; P.J.Kitchen A Meeting of Minds; P.J.KitchenDON E. SCHULTZ Professor (Emeritus) of Integrated Marketing Communications, Medill School of Journalism, Northwestern UniversityW. FRED VAN RAAJI Professor of Economic Psychology, Tilburg UniversityTHEO POIESZ Professor of Economic Psychology, Tilburg UniversityWALTER VAN WATERSCHOOT Professor of Marketing, University of AntwerpELS GIJSBRECHTS Professor of Marketing, Tilburg UniversityMICHAEL THOMAS Emeritus Professor of Marketing, Strathclyde UniversityJOHN PHILIP JONES Professor, Department of Advertising, Syracuse University, New YorkCEES VAN RIEL Professor of Corporate Communications and Director of the Corporate Communications Centre, Erasmus UniversityGUIDO BERENS Doctoral Student, Erasmus Ul¢