Rethinking Marketing

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.

`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 marketing profession, and marketing teaching and research - through an innovative dialogue among some of the most renowned international scholars in the field .

Marketing Disequilibrium - Douglas Brownlie et al
On Redress and Restoration
PART ONE: MARKETING PHILOSOPHY
Postmodernism - Stephen Brown
The End of Marketing?
Commentary - Gibson Burrell
PART TWO: REDEFINING MARKETS
From Marketing to Societing - Bernard Cova
When the Link Is More Important than the Thing
Exchange, Institutions and Time - Luis Araujo
Commentary - Robin Wensley
PART THREE: REFRAMING CONSUMERS
Symbolic Meaning and Postmodern Consumer Culture - Richard Elliott
It′s a Matter of Time - David Knights and Pamela Odih
The Significance of the Women′s Market in Consumption
Commentary - Morris Holbrook
PART FOUR: MARKETING ETHICS
Morality and the Marketplace - Robert Grafton Small
An Everyday Story of Consumer Ethics
Theory, Ethical Critique and the Experience of Marketing - William P Hetrick and Hector R Lozada
Commentary - Peter Binns
Commentary - Stephen Fineman
PART FIVE: THE MARKETING PROFESSION
The Process of Inter-Professional Competition - P[um]aivi Eriksson
A Case of Expertise and Politics
On the Idolization of Markets and the Denigration of Marketers - Hugh Willmott
Some Critical Reflections on a Professional Paradox
Commentary - Michael Thomas
PART SIX: MARKETING PEDAGOGY
Research, Rhetoric and Reality - Sally Dibb and Philip Stern
Marketing′s Trifid
Research in Marketing - Gilles Laurent and Bernard Pras
Some Trends, Some Recommendations
Commentary - Gerry Zaltman