TAKING SIDES:CLASHING VIEWS ON CONTROVERSIAL ISSUES IN MARKETING MACCIETTE Księgarnia

Taking Sides: Clashing Views on Controversial Issues in Marketing

Macchiette , Abhijit

TxtBk September 2000 400 pages Paperback 0072384492

This debate style reader is designed to introduce students to controversies in marketing. The readings, which represent the arguments of leading business professionals and marketing researchers, reflect a variety of viewpoints and have been selected for their liveliness and substance and because of their value in a debate framework. This new title will be a beneficial tool to encourage critical thinking on important issues in marketing today.

Contents

Part 1: The Role of Marketing: Theory, Practice, and Conceptual Conflict. Issue 1: Does Marketing Have Appropriate Boundaries? Issue 2: Is the Practice of Multilevel Marketing Legitimate? Issue 3: Has the "Keep It Simple" Concept Become "All Change, All the Time"? Issue 4: Is Relationship Marketing a Tenable Concept? Part 2: Strategic Planning and the Marketing Mix. Issue 5: Does Cause-Related Marketing Benefit All Stakeholders? Issue 6: Is Mass Customization the Wave of the Future? Issue 7: Are the High Prices of Life-Sustaining Drugs Unjustified? Issue 8: Will Electronic Commerce Eliminate Traditional Intermediaries? Issue 9: Is Communications Technology Rendering Traditional Salespeople Obsolete? Part 3: Consumer Behaviour in the New Millennium. Issue 10: Are Consumers Dominating the Balance of Power in the Marketplace? Issue 11: Is the Traditional Development of Brand Loyalty Dying? Issue 12: Are Extreme Sports Sponsoring Risk-Taking and Thrill-Seeking for Profit? Issue 13: Should Classrooms Be Commercial-Free Zones? Part 4: Segmentation, Positioning and Target Marketing. Issue 14: Should Marketers Target Vulnerable Groups? Issue 15: Is Cohort Superior to Generational Segmentation? Issue 16: Is the Marketing of Online Degree Programs a Threat to Traditional Education? Part 5: Societal and Regulatory Influences. Issue 17: Are Marketers Responsible for Americas Culture of Violence? Issue 18: Should Alcohol Advertising Be Regulated Further? Issue 19: Is It Appropriate for the Government to Market Lotteries? Issue 20: Is Political Marketing Essentially Buying Politicians?

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