Synopses & Reviews
three of the chapters are incorporated in the new OUBS
> B851 Future Marketing course:
Rethinking Marketing is a comprehensive and critical reflection on marketing by leading international scholars inte field. It addresses the relevance of marketing today and proposes new ways forward for the discipline and the profession.
The idea and language of marketing are used to legitimize change in organizations, markets and even societies, and consumption itself is central to this process. Yet, in many respects the ideology of marketing remains rooted in a largely unchanged marketing concept' that is now 40 years old.
Rethinking Marketing provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the marketing profession, and marketing teaching and research - through an innovative dialogue among some of the most renowned international scholars in the field. As such it sets the stage for the further advancement of the field.
Rethinking Marketing will be essential reading for advanced level students and
academics in marketing and consumer behaviour.
Synopsis
This is an important text. It brings together critical reflections on the discipline′s contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing′ -
Journal of Marketing Management
This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the mar
Synopsis
This unique and comprehensive reflection on marketing as a field of study, research and practice proposes new ways forward for the discipline and the profession.Rethinking Marketing provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the marketing profession, and marketing teaching and research - through an innovative dialogue among some of the most renowned international scholars in the field. As such it sets the stage for the further advancement of the field.
Table of Contents
Marketing disequilibrium : on redress and restoration /Douglas Brownlie ... et al. --Postmodernism : the end of marketing? /Stephen Brown --Commentary /Gibson Burrell --From marketing to societing : when the link is more important than the thing /Bernard Cova --Exchange, institutions and time /Luis Araujo --Commentary /Robin Wensley --Symbolic meaning and postmodern consumer culture /Richard Elliott --It's a matter of time : the significance of the women's market in consumption /David Knights and Pamela Odih --Commentary /Morris B. Holbrook --Morality and the marketplace : an everyday story of consumer ethics /Robert Grafton Small --Theory, ethical critique and the experience of marketing /William P. Hetrick and Hector R. Lozada --Commentary /Peter Binns --Commentary /Stephen Fineman --Process of interprofessional competition : a case of expertise and politics /Pèaivi Eriksson --On the idolization of markets and the denigration of marketers : some critical reflections on a professional paradox /Hugh Willmott --Commentary /Michael Thomas --Research, rhetoric and reality : marketing's trifid /Sally Dibb and Philip Stern --Research in marketing : some trends, some recommendations /Gilles Laurent and Bernard Pras --Commentary /Gerald Zaltman.