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Taking Sides : Clashing Views on Controversial Issues in Marketing

by: MACCHIETTE

Taking Sides : Clashing Views on Controversial Issues in Marketing

by: MACCHIETTE

ISBN 13:
9780072384499
ISBN 10:
0072384492
Edition: 1st
Format: Paperback
Copyright: 08/01/2000
Publisher: McGraw-Hill/Dushkin
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Summary

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.

Preface

Introduction

xii

PART 1 THE ROLE OF MARKETING: THEORY, PRACTICE, AND CONCEPTUAL CONFLICT

(84)

Does Marketing Have Appropriate Boundaries?

(22)

Selling Sin: The Marketing of Socially Unacceptable Products (Quorum Books, 1996)

(9)

D. Kirk Davidson

Marketing Madness: A Survival Guide for a Consumer Society (Westview Press, 1995)

(11)

Michael F. Jacobson

Laurie Ann Mazur

Is the Practice of Multilevel Marketing Legitimate?

(18)

``A Direct Route to Customers,'' Nation's Business (September 1997)

(7)

Dale D. Buss

``The Mirage of Multilevel Marketing,'' Quackwatch, <http://www.quackwatch.com/01QuackeryRelatedTopics/mlm.html> (August 26, 1999)

(9)

Stephen Barrett

Has the ``Keep It Simple'' Concept Become'' All Change, All the Time''?

(26)

Real Time: Preparing for the Age of the Never Satisfied Customer (Harvard Business School Press, 1997)

(11)

Regis McKenna

The Power of Simplicity: A Management Guide to Cutting Through the Nonsense and Doing Things Right (McGraw-Hill, 1999)

(13)

Jack Trout

Steve Rivkin

Is Relationship Marketing a Tenable Concept?

(17)

``Improving the Odds,'' CIO Enterprise Magazine (November 15, 1998)

(6)

Jennifer Bresnahan

``Whatever Happened to Relationship Marketing? Nine Big Mistakes,'' Direct Marketing (May 1999)

(9)

James R. Rosenfield

PART 2 STRATEGIC PLANNING AND THE MARKETING MIX

(96)

Does Cause-Related Marketing Benefit All Stakeholders?

(20)

``Just Cause,'' Reputation Management (January/February 1997)

(9)

Paul Holmes

``Health Charities: Reputation for Sale?'' Consumers' Research (July 1997)

(9)

James T. Bennett

Thomas J. DiLorenzo

Is Mass Customization the Wave of the Future?

106

(22)

``The Customized, Digitized, Have-It-Your-Way Economy,'' Fortune (September 28, 1998)

108

(7)

Erick Schonfeld

The McDonaldization of Society: An Investigation into the Changing Character of Contemporary Social Life, rev. ed. (Pine Forge Press, 1996)

115

(13)

George Ritzer

Are Outrageous Prices Inhibiting Consumer Access to Life-Sustaining Drugs?

128

(18)

``Choosing Between Drugs, Necessities,'' The Wall Street Journal Interactive Edition, <http://www.msnbc.com/news/215703.asp> (January 20, 2000)

130

(6)

Lucette Lagnado

``U.S. Develops Expensive Habit With Drug Sector Growth Spurt,'' The Wall Street Journal Interactive Edition, <http://www.msnbc.com/news/215163.asp> (January 19, 2000)

136

(10)

Elyse Tanouye

Will E-Commerce Eliminate Traditional Intermediaries?

146

(16)

Now or Never: How Companies Must Change Today to Win the Battle for Internet Consumers (HarperBusiness, 2000)

148

(9)

Mary Modahl

``Lost in Cyberspace,'' Forbes (March 8, 1999)

157

(5)

Mary Beth Grover

Is Communications Technology ``Death of the Salesman''?

162

(19)

``Technology Is Changing Face of U.S. Sales Force,'' USA Today (February 9, 1999)

164

(5)

Beth Belton

``The Human Moment at Work,'' Harvard Business Review (January-February 1999)

169

(12)

Edward M. Hallowell

PART 3 CONSUMER BEHAVIOR IN THE NEW MILLENNIUM

181

(68)

The New Marketing Paradigm Shift: Are Consumers Dominating the Balance of Power in the Marketplace?

182

(18)

``The Retail Revolution,'' Management Review (April 1999)

184

(8)

Pierre M. Loewe

Mark S. Bonchek

``Weblining,'' Business Week Online, <http://www.businessweek.com/2000/00_14/ebiztoc.htm> (April 3, 2000)

192

(8)

Marcia Stepanek

Is the Traditional Development of Brand Loyalty Dying?

200

(18)

Digital Darwinism: Seven Breakthrough Business Strategies for Surviving in the Cultural Web Economy (Broadway Books, 1999)

202

(7)

Evan I. Schwartz

``The Once and Future King,'' Marketing Tools (March 1, 1998)

209

(9)

Rebecca Piirto Heath

Is ``Extreme Sports'' Marketing Risk and Thrill Seeking to Society?

218

(12)

``Life on the Edge: Is Everyday Life Too Dull? Why Else Would Americans Seek Risk As Never Before?'' Time (September 6, 1999)

220

(6)

Karl Taro Greenfeld

``The Extreme Generation,'' Brandweek (September 1, 1997)

226

(4)

Myra Stark

Should Classrooms Be Commercial-Free Zones?

230

(19)

``The Clear Benefits of Channel One,'' Americans for Tax Reform Policy Brief (May 19, 1999)

232

(10)

Peter Ferrara

``Schools for Sale,'' Advertising Age (October 25, 1999)

242

(7)

Peggy J. Farber

PART 4 SEGMENTATION, POSITIONING, AND TARGET MARKETING

249

(58)

Should Marketers Target Vulnerable Groups?

250

(14)

``Sensitive Groups and Social Issues: Are You Marketing Correct?'' Journal of Consumer Marketing (vol. 11, no. 4, 1994)

252

(9)

Barton Macchiette

Abhijit Roy

``Collegiate Credit Junkies: Critics Allege Credit Card Companies Try to Hook Students,'' ABCNEWS.com, <http://abcnews.go.com/sections/business/DailyNews/credit990608.html> (June 8, 1999)

261

(3)

Marcy Gordon

Is Generational Segmentation an Effective Marketing Strategy?

264

(20)

Rocking the Ages: The Yankelovich Report on Generational Marketing (HarperBusiness, 1997)

266

(10)

J. Walker Smith

Ann Clurman

``Segmenting the Market by Cohorts: Age Really Matters---`Coming of Age' That Is!'' An Original Essay Written for This Volume (2000)

276

(8)

Charles D. Schewe

Geoffrey E. Meredith

Is the Marketing of Online Degree Programs a Threat to Traditional Education?

284

(23)

``Not-So-Distant Competitors: How New Providers Are Remaking the Postsecondary Marketplace,'' AAHE Bulletin (May 1998)

286

(8)

Ted Marchese

``Digital Diploma Mills: The Automation of Higher Education,'' First Monday: Peer-Reviewed Journal on the Internet, <http://www.firstmonday.dk/issues/issue3_1/noble/index.html> (January 5, 1998)

294

(13)

David F. Noble

PART 5 SOCIETAL AND REGULATORY INFLUENCES

307

(71)

Are Marketers Culpable for America's Culture of Violence?

308

(18)

``Trained to Kill,'' Christianity Today (August 10, 1998)

310

(12)

David Grossman

``After Columbine, Legislators Attack Media Violence,'' Adweek (May 24, 1999)

322

(4)

Wendy Melillo

Should Alcohol Advertising Be Regulated Further?

326

(12)

``Should the Government Restrict Advertising of Alcoholic Beverages? Yes,'' Priorities for Long Life and Good Health (vol. 9, no. 3, 1997)

328

(4)

Laurie Leiber

Federal Trade Commission, from FTC Reports on Industry Efforts to Avoid Promoting Alcohol to Underage Consumers (September 9, 1999)

332

(6)

Is It Appropriate for the Government to Market Lotteries?

338

(22)

``Take the High Road and Keep the Upper Hand,'' Speech Delivered to the North American Association of State and Provincial Lotteries at its Twenty-Third Annual Meeting in Boston, Massachusetts (September 29, 1997)

340

(10)

Edward J. Stanek

National Gambling Impact Study Commission, from Lotteries (May 29, 1998)

350

(10)

Is Political Marketing Essentially Buying Politicians?

360

(18)

The Center for Public Integrity, from The Buying of the President 2000 (Avon Books, 2000)

362

(10)

Charles Lewis

``Will Campaign Finance Reform Enhance the Power of the People?'' Ideas on Liberty (September 2000)

372

(6)

Russell Roberts

Contributors

378

(5)

Index

383

Amazon no longer offers textbook rentals. We do!

Taking Sides : Clashing Views on Controversial Issues in Marketing

Taking Sides : Clashing Views on Controversial Issues in Marketing

9780072384499

0072384492

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Taking Sides : Clashing Views on Controversial Issues in Marketing

Taking Sides : Clashing Views on Controversial Issues in Marketing

9780072384499

0072384492

Summary

Table of Contents

Supplemental Materials

Write a Review

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