The future of marketing: Brightest star in the firmament, or a fading meteor? Some hypotheses and a research agenda

Journal of Marketing Management

Volumn 25, Issue 5-6, 2009, Pages 431-450

  McDonald, Malcolm ^a  

^a CRANFIELD UNIVERSITY   (United Kingdom)

Author keywords

Accountability; Definition of Marketing; Marketing Qualifications; Metrics; Mismarketing; Professionalism

Indexed keywords

EID: 84856789443     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1362/026725709X461786     Document Type: Article

References (15)

1. Baker, M. J. (2006), "The Lessons of History, " Marketing Intelligence and Planning, Vol. 24, No. 1, pp. 7-14.
2. Binet, L. and Field, P. (2007) "Marketing in an Era of Accountability, " IPA dataMINE.
3. Bullmore, J. (2006), "Stephen King: bridging the great divide, " Market Leader, Spring, 32, pp. 14-16.
4. Christensen, C., Cook, S. and Hall, T. (2005), " Marketing Malpractice-the cause and the cure, " Harvard Business Review, Vol. 83, No. 12, December, pp. 74-83.
5. Cranfield Marketing and Measurement Forum (2008), "Marketing Performance Measurement Literature Review" (unpublished).
6. Davidson, H. (2002), The Committed Enterprise, Oxford: Butterworth-Heinemann.
7. Davidson, H. (2009), "How Marketing has lost the plot, " Market Leader, Quarter 2, March, pp. 24-30.
8. Deloitte and Touch (2008), "Marketing in 3D. " Available at: www. deloitte. co. uk/marketing.
9. Kelly, S. (2005), Customer Intelligence: From Data to Dialogue, Chichester: John Wiley & Sons Ltd.
10. Kotler, P. (2009), "The Unappreciated Workhorse, " Marketing Leader, Quarter 2, March, pp. 8-12.
11. McDonald, M. H. B. (2004), "Marketing: Existential Malpractice and an Etherised Discipline; a soteriological comment, " Journal of Marketing Management, Vol. 20, No. 3-4, pp. 387-408.
12. McDonald, M. H. B. (2006), "Marketing and Corporate Governance, " Marketing Intelligence and Planning, Vol. 24, No. 2, pp. 5-10.
13. th edition, Oxford: Butterworth-Heinemann.
14. McDonald, M. H. B., Smith, B. and Ward, K R. (2006), Marketing Due Diligence, Oxford: Butterworth-Heinemann.
15. McGovern, D., Court, D., Quelch, A. and Crawford, B. (2004), "Bringing Customers into the Boardroom, " Harvard Business Review, Vol. 82, No. 11, pp. 70-80.