The Future of Marketing : Critical 21st Century Perspectives

Marketing is the high profile subject of public, economic, and political opinion in the world today. Are consumers needs really being satisfied? Is marketing more concerned with rhetoric, spin, and jargon, than in actually seeking to satisfy customer needs? This book is critical and theoretical and raises important issues from leading marketing thinkers. It highlights positive statements and criticisms concerning marketing, and its role within business and as an academic subject in the 21st century. This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. The book provides a series of critical perspectives on marketing from senior authors around the world. The book is not about 'what marketing is' for this is already recorded in innumerable texts. Rather the text gives comments, views, positive statements, criticisms and doubts from leading authors, concerning marketing and its role within business and as an academic subject in the 21st century. This text is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. It provides a series of critical perspectives on marketing from senior authors around the world. The book is not about "what marketing is", rather it gives comments, views, positive statements, criticisms and doubts from authors, concerning marketing and its role within business and as an academic subject in the 21st century This book has been developed to suit needs of practitioners and students who wish to develop an understanding of marketing from an international standpoint. Edited By Philip J. Kitchen. Includes Bibliographical References (p. 180-189) And Index.