Research Catalog

Title

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

Publication

Armonk, N.Y. : M.E. Sharpe, [2006], ©2006.

Items in the Library & Off-site

Holdings

Details

Additional Authors

• Sheth, Jagdish N.
• Sisodia, Rajendra.

Description

vii, 352 pages : illustrations; 26 cm

Subject

Marketing

Bibliography (note)

• Includes bibliographical references and index.

Contents

1. Introduction : does marketing need reform? / Jagdish N. Sheth and Rajendra S. Sisodia -- Pt. 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 -- Pt. 2. Are marketing's problems self-correcting? -- 6. Does reform need reform? / Stephen 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 -- Pt. 3. Rethinking marketing's sacred cows -- 11. Challenging the mental models of marketing / Yoram (Jerry) Wind -- 12. Whither "marketing"? : commentary on the American marketing association's new definition of marketing / Gregory T. Gundlach -- 13. Interaction orientation : the new marketing competency / V. Kumar and Girish Ramani -- 14. Customer advocacy : a new paradigm for marketing? / Glen L. Urban -- 15. Does marketing need to transcend modernity? / A. Fuat Firat and Nikhilesh Dholakia -- 16. From marketing to the Market : a call for paradigm shift / Alladi Venkatesh and Lisa Penaloza -- Pt. 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 B. 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 -- Pt. 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 minds : 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 D. Jap -- Pt. 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? : on the misapplication of marketing to the education of marketers / Morris B. Holbrook -- 33. Musings on the need for reform in marketing / Rajan Varadarajan -- Pt. 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 / Stephen J. Grove, Joby John and Raymond P. Fisk -- 38. Marketing reform : a meta-analytic, best practice framework for using marketing metrics effectively / John U. Farley and Praveen K. Kopalle -- 39. Designing a business from the customer back : a post-industrial management competence / Stephan H. Haeckel -- 40. How to reform marketing / Jagdish N. Sheth and Rajendra S. Sisodia.

ISBN

076561698X (cloth : alk. paper)

LCCN

2005025003

OCLC

• OCM61451581
• SCSB-5932143

Owning Institutions

Columbia University Libraries