Does marketing need reform? : fresh perspectives on the future / / Jagdish N. Sheth, Rajendra S. Sisodia, editors

• Pubblicazione: Abingdon, Oxon : , : Routledge, , 2015
• Descrizione fisica: 1 online resource (356 p.)
• Disciplina: 658.8
• Soggetto topico: Marketing
• Soggetto genere / forma: Electronic books.
• Altri autori: ShethJagdish N SisodiaRajendra
• Note generali: First published 2006 by M.E. Sharpe.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Does Marketing Need Reform?; CONTENTS; CHAPTER 1. INTRODUCTION Does Marketing Need Reform?; MARKETING: THE GOOD, THE BAD, AND THE UGLY; The Bad: Unethical Marketing; The Ugly: Dumb Marketing; The Bad and Ugly: Wasteful Marketing; NOTHING EXCEEDS LIKE EXCESS; CONCLUSION; Restoring Marketing Virtues, or Kinder, Gentler Marketing; REFERENCES; PART 1. MIRROR, MIRROR ON THE WALL Marketing's Image, Excess, and Resistance Problems; CHAPTER 2. COMING TO CONCURRENCE. Improving Marketing Productivity by Reengaging Resistant Consumers; CHAPTER 3. THE IMAGE OF MARKETING ; CHAPTER 4. WHY MARKETING NEEDS REFORMCHAPTER 5. MARKETING REFORM The Case of Excessive Buying; PART 2. ARE MARKETING'S PROBLEMS SELF-CORRECTING?; CHAPTER 6. DOES REFORM NEED REFORM?; CHAPTER 7. THE MORALITY OF MARKETS,MARKETING, AND THE CORPORATE PURPOSE; CHAPTER 8. ON REFORMING MARKETING For Marketing Systems and Brand Equity Strategy; CHAPTER 9. DOES MARKETING NEED REFORM? Personal Reflections; CHAPTER 10. REFORM, RECLAMATION, OR IMPROVEMENT Reinventing Marketing; PART 3. RETHINKING MARKETING'S SACRED COWS; CHAPTER 11. CHALLENGING THE MENTAL MODELS OF MARKETING ; CHAPTER 12. WHITHER "MARKETING"?Commentary on the American Marketing Association's New Definition of MarketingCHAPTER 13. INTERACTION ORIENTATION The New Marketing Competency; CHAPTER 14. CUSTOMER ADVOCACY A New Paradigm for Marketing?; CHAPTER 15. DOES MARKETING NEED TO TRANSCEND MODERNITY?; CHAPTER 16. FROM MARKETING TO THE MARKET A Call for Paradigm Shift; PART 4. ADJUSTING TO MARKETING'S CHANGING CONTEXT; CHAPTER 17. ETHICAL LAPSES OF MARKETERS; CHAPTER 18. THE PRICE IS UNFAIR! Reforming Pricing Management; CHAPTER 19. MARKETING TO THE NEW CUSTOMER MAJORITY ; CHAPTER 20. QUESTIONS MARKETERS NEED TO ANSWERCHAPTER 21. MARKETING'S FINAL FRONTIER The Automation of Consumption; CHAPTER 22. THE MARKETING-IT PARADOX Interactions from the Customer's Perspective; PART 5. MARKETING AND ITS STAKEHOLDERS; CHAPTER 23. MAKING MARKETING ACCOUNTABLE A Broader View; CHAPTER 24. OUT OF SIGHT AND OUT OF OUR MINDS What of Those Left Behind by Globalism?; CHAPTER 25. EXPANDING THE PERSPECTIVE Making U.S. Marketing Relevant for the New World Order; CHAPTER 26. WHAT CAN INDUSTRIALIZING COUNTRIES DO TO AVOID THE NEED FOR MARKETING REFORM? ; CHAPTER 27. LEVERAGING MARKETING'S INFLUENCE IN TEAM AND GROUP SETTINGSPART 6. ACADEMIA, HEAL THYSELF Reforming Marketing Scholarship and Education; CHAPTER 28. THE WORLD OF MARKETING THOUGHT Where Are We Heading?; CHAPTER 29. MARKETING A Tale of Two Cities; CHAPTER 30. MARKETING OR MARKETERS What or Who Needs Reforming?; CHAPTER 32. DOES MARKETING NEED REFORM SCHOOL? On the Misapplication of Marketing to the Education of Marketers; CHAPTER 33. MUSINGS ON THE NEED FOR REFORM IN MARKETING; PART 7. A NEW MISSION FOR MARKETING; CHAPTER 34. MARKETING A Perpetual Work in Progress ; CHAPTER 35. RECAPTURING MARKETING'S MISSION
• Sommario/riassunto: This book sets the agenda for a new generation of marketing principles. It collects the insights of a select group of marketing thinkers and practitioners who are committed to restoring the highest ideals of marketing--the synergistic alignment of company, individual, and societal interests.
• Titolo autorizzato: Does marketing need reform
• ISBN: 1-315-70511-7; 1-317-47288-8; 1-282-11944-3; 9786612119446; 0-7656-2468-0
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910454151803321
• Lo trovi qui: Univ. Federico II