Cover -- Half Title -- Dedication -- Title Page -- Copyright Page -- Table of Contents -- 1. Introduction: Does Marketing Need Reform? -- Part 1. Mirror, Mirror on the Wall: Marketing's Image, Excess, and Resistance Problems -- 2. Coming to Concurrence: Improving Marketing Productivity by Reengaging Resistant Consumers -- 3. The Image of Marketing -- 4. Why Marketing Needs Reform -- 5. Marketing Reform: The Case of Excessive Buying -- Part 2. Are Marketing's Problems Self-Correcting? -- 6. Does Reform Need Reform? -- 7. The Morality of Markets, Marketing, and the Corporate Purpose -- 8. On Reforming Marketing: For Marketing Systems and Brand Equity Strategy -- 9. Does Marketing Need Reform? Personal Reflections -- 10. Reform, Reclamation, or Improvement: Reinventing Marketing -- Part 3. Rethinking Marketing's Sacred Cows -- 11. Challenging the Mental Models of Marketing -- 12. Whither "Marketing"? Commentary on the American Marketing Association's New Definition of Marketing -- 13. Interaction Orientation: The New Marketing Competency -- 14. Customer Advocacy: A New Paradigm for Marketing? -- 15. Does Marketing Need to Transcend Modernity? -- 16. From Marketing to the Market: A Call for Paradigm Shift -- Part 4. Adjusting To Marketing's Changing Context -- 17. Ethical Lapses of Marketers -- 18. The Price Is Unfair! Reforming Pricing Management -- 19. Marketing to the New Customer Majority -- 20. Questions Marketers Need to Answer -- 21. Marketing's Final Frontier: The Automation of Consumption -- 22. The Marketing-IT Paradox: Interactions from the Customer's Perspective -- Part 5. Marketing and Its Stakeholders -- 23. Making Marketing Accountable: A Broader View -- 24. Out of Sight and Out of Our Minds: What of Those Left Behind by Globalism? -- 25. Expanding the Perspective: Making U.S. Marketing Relevant for the New World Order.

26. What Can Industrializing Countries Do to Avoid the Need for Marketing Reform? -- 27. Leveraging Marketing's Influence in Team and Group Settings -- Part 6. Academia, Heal Thyself: Reforming Marketing Scholarship and Education -- 28. The World of Marketing Thought: Where Are We Heading? -- 29. Marketing: A Tale of Two Cities -- 30. Marketing or Marketers: What or Who Needs Reforming? -- 31. Revitalizing the Role of Marketing in Business Organizations: What Can Poor Academics Do to Help? -- 32. Does Marketing Need Reform School? On the Misapplication of Marketing to the Education of Marketers -- 33. Musings on the Need for Reform in Marketing -- Part 7. A New Mission for Marketing -- 34. Marketing: A Perpetual Work in Progress -- 35. Recapturing Marketing's Mission -- 36. Holistic Marketing: A Broad, Integrated Perspective to Marketing Management -- 37. Back to the Future: Putting the People Back in Marketing -- 38. Marketing Reform: A Meta-Analytic, Best Practice Framework for Using Marketing Metrics Effectively -- 39. Designing a Business from the Customer Back: A Post-Industrial Management Competence -- 40. How to Reform Marketing -- About the Editors and Contributors -- Index.