Jagdish N. Sheth, Rajendra S. Sisodia - Does Marketing Need Reform: Fresh Perspectives on the Future

Jagdish N. Sheth, Rajendra S. Sisodia - Does Marketing Need Reform?: Fresh Perspectives attached the Future
Publisher: M.E. Sharpe | 2006-02 | ISBN: 076561698X | PDF | 352 pages | 2.96 MB

Many marketers terror that the field's time-worn principles are losing touch by today's realities. "Does Marketing Need Reform?" collects the insights of a single out group o>f leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The work sets the agenda for a new generation of marketing principles. As the editors record in their introduction; "Marketing is a powerful force backed up through huge resources. It must be entrusted only to those with the discernment to use it well." The contributors seek to understand and make intelligible how and why marketing has veered significantly off course in fraternity to steer it back in the right direction. The concepts and perspectives presented in this part will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and the community as a whole by synergistically aligning company, customer, and social interests.

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