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.
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