Many marketers fear that the field's time-worn principles are losing touch with today's realities. qDoes Marketing Need Reform?q 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; qMarketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well.q 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.As John shaved and showered, he mused about how his life had become so much less crazed and stressful in the last few years. ... No more need to keep track of when the car needed an oil change or new tires (the car acalled ina its own service needs, and ... Most of all, no more nagging worries about the house; aDo I need to change the air conditioning filter? ... and specialized technologies to deliver higher quality service at lower cost than the alternatives available to the customer.
|Title||:||Does Marketing Need Reform?|
|Author||:||Jagdish N Sheth, Rajendra S Sisodia|
|Publisher||:||Routledge - 2015-01-28|