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.