Does Marketing Need Reform?

Jagdish N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University. He is internationally known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. In 2004, Dr. Sheth was awarded 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. Rajendra S. Sisodia is Professor of Marketing at Bentley College. He has a PhD in Marketing from Columbia University. In 2003, he was cited as one of “50 Leading Marketing Thinkers” by the Chartered Institute of Marketing. His book The Rule of Three (with Jag Sheth) was a finalist for the 2004 Best Marketing Book Award from the American Marketing Association. Forthcoming books include Firms of Endearment (with Jag Sheth and David Wolfe), Tectonic Shift: The Geopolitical Realignment of Nations and The 4 As of Marketing (both with Jag Sheth).

• 1. Introduction: Does Marketing Need Reform? PART 1. MIRROR, MIRROR ON THE WALL: MARKETING’S IMAGE, EXCESS, AND RESISTANCE PROBLEMS 2. Coming to Concurrence: Improving Marketing Productivity by Reengaging Resistant Consumers 3. The Image of Marketing 4. Why Marketing Needs Reform 5. Marketing Reform: The Case of Excessive Buying PART 2. ARE MARKETING’S PROBLEMS SELF-CORRECTING? 6. Does Reform Need Reform? 7. The Morality of Markets, Marketing, and the Corporate Purpose 8. On Reforming Marketing: For Marketing Systems and Brand Equity Strategy 9. Does Marketing Need Reform? Personal Reflections 10. Reform, Reclamation, or Improvement: Reinventing Marketing PART 3. RETHINKING MARKETING’S SACRED COWS 11. Challenging the Mental Models of Marketing 12. Whither “Marketing”? Commentary on the American Marketing Association’s New Definition of Marketing 13. Interaction Orientation: The New Marketing Competency 14. Customer Advocacy: A New Paradigm for Marketing? 15. Does Marketing Need to Transcend Modernity? 16. From Marketing to the Market: A Call for Paradigm Shift PART 4. ADJUSTING TO MARKETING’S CHANGING CONTEXT 17. Ethical Lapses of Marketers 18. The Price Is Unfair! Reforming Pricing Management 19. Marketing to the New Customer Majority 20. Questions Marketers Need to Answer 21. Marketing’s Final Frontier: The Automation of Consumption 22. The Marketing-IT Paradox: Interactions from the Customer’s Perspective PART 5. MARKETING AND ITS STAKEHOLDERS 23. Making Marketing Accountable: A Broader View 24. Out of Sight and Out of Our Minds: What of Those Left Behind by Globalism? 25. Expanding the Perspective: Making U.S. Marketing Relevant for the New World Order 26. What Can Industrializing Countries Do to Avoid the Need for Marketing Reform? 27. Leveraging Marketing’s Influence in Team and Group Settings PART 6. ACADEMIA, HEAL THYSELF: REFORMING MARKETING SCHOLARSHIP AND EDUCATION 28. The World of Marketing Thought: Where Are We Heading? 29. Marketing: A Tale of Two Cities 30. Marketing or Marketers: What or Who Needs Reforming? 31. Revitalizing the Role of Marketing in Business Organizations: What Can Poor Academics Do to Help? 32. Does Marketing Need Reform School? On the Misapplication of Marketing to the Education of Marketers 33. Musings on the Need for Reform in Marketing PART 7. A NEW MISSION FOR MARKETING 34. Marketing: A Perpetual Work in Progress 35. Recapturing Marketing’s Mission 36. Holistic Marketing: A Broad, Integrated Perspective to Marketing Management 37. Back to the Future: Putting the People Back in Marketing 38. Marketing Reform: A Meta-Analytic, Best Practice Framework for Using Marketing Metrics Effectively 39. Designing a Business from the Customer Back: A Post-Industrial Management Competence 40. How to Reform Marketing