The Dominant Influence of Marketing in the 21st Century - The Marketing Leviathan

Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, there are some misgivings about marketing in the 21st century. This volume addresses the positive and negative elements of marketing and questions 'Is marketing a leviathan in today's societies?'

List of contents

1. The Dominant Influence of Marketing in the 21st Century; Philip J. Kitchen 2. The Recasting, Questionability and Applicability of Hobbes Leviathan; Philip J. Kitchen 3. Who is Like Unto the Beast? Tall Tales of Fail Whales; Stephen Brown 4. Seven Simple Rules to Better Customer Service; Charles R. Taylor 5. Ninety Trillion Spams and Counting: Rethinking the Marketing Social Contract in a Web 2.0 World; Fred Beard 6. Cloud as a new IMC tool: How to Make Marketing More Ubiquitous; Shintaro Okazaki 7. The Age of Organisationalism; Philip J. Kitchen

About the author

Fred K. Beard, University of Oklahoma, USA

Stephen Brown, University of Ulster, Northern Ireland

Shintaro Okazaki, Universidad Autónoma de Madrid, Spain

Charles R. 'Ray' Taylor, Villanova University, USA

Summary

Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, there are some misgivings about marketing in the 21st century. This volume addresses the positive and negative elements of marketing and questions 'Is marketing a leviathan in today's societies?'

Product details

• Assisted by: Kitchen (Editor), P Kitchen (Editor), P. Kitchen (Editor), Philip J. Kitchen (Editor)
• Publisher: Springer Palgrave Macmillan
• Languages: English
• Product format: Paperback / Softback
• Released: 01.01.2013
• EAN: 9781349334001
• ISBN: 978-1-349-33400-1
• No. of pages: 138
• Dimensions: 140 mm x 8 mm x 216 mm
• Weight: 205 g
• Illustrations: XIV, 138 p.
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, B, Planning, Organization, Market research, Business and Management, Public Relations, Behavioral Economics, customer relationship management, Behavioural economics, Organizational theory & behaviour, Corporate Communication/Public Relations, Management science, Behavioral/Experimental Economics, Palgrave Business & Management Collection, Customer services, Customer relations—Management, marketing;organization;Service;Web 2.0