Does Marketing Need Reform: Fresh Perspectives on the Future

Book Summary of Does Marketing Need Reform Many marketers fear that the field's time-worn principles are losing touch with today's realities. Does Marketing Need Reform? Collects the insight 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 resource. It must be entrusted only to those with the wisdom to use it well." the contributing authors explain how and why marketing has veered significantly off course, and how to steer it back in the right direction. The concepts and principles 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 societal interests. About the Author Jagdish N. Sheth is the charles H Kellstadit Professor of Marketing in the Goizueta Business School at Emory University. He is internationally known for his scholarly contributions in Consumer Behaviour, Relationship Marketing, Competitive Strategy, and Geopolitical Analysis, Competitive Strategy, and Geopolitical Analysis. In 2004, Dr. Sheth was award both the Richard D. Irwin Distinguished Marketing Educator and the Charles Coolidge Parlin Awards, the two highest awards given by the American Marketing Association. Dr. Sheth is a prolific author, with several hundred articles and books published. Rajedra S. Sisodha is Professor of Marketing at Bentley College, In 2003, he was cited as one of "50 leading Marketing Thinkers" by the Chartered Institute of Marketing, his book The Rule of Three Marketing Book Award from the American Marketing Association. Dr. Sisodha's forthcoming books include Firm