Editorial stance on the future of marketing: critical 21st-century perspectives

Philip J. Kitchen

Chapter Chapter 1 in The Future of Marketing, 2003, pp 1-11 from Palgrave Macmillan

Abstract: Abstract This book has been developed to suit the needs of practitioners and students who wish to develop an understanding of marketing from an international standpoint. It will provide a series of critical perspectives about marketing from senior authors around the world. The book is not about ‘what marketing is’ for this is already amply recorded in innumerable texts; rather, the book turns to leading authors and critics for their comments, views, positive statements, and criticisms and doubts concerning marketing and its role within business and as an academic subject in the 21st century.

Keywords: Chief Executive Officer; Critical Perspective; Corporate Brand; Corporate Entity; Marketing Concept (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59985-7_1

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DOI: 10.1057/9780230599857_1

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