Initiating the marketing process -- Creating customer relationships and value through marketing -- Developing … successful organizational and marketing strategies -- Appendix A: Building an effective marketing plan -- Understanding the … marketing environment, ethical behavior, and social responsibility -- Understanding buyers and markets -- Understanding consumer …

Many marketers fear that the field's time-worn principles are losing touch with today's realities. ""Does Marketing … Need Reform?"" 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 …