Back to the Future: Putting the People Back in Marketing

The question has been posed: “Does Marketing Need Reform?” It’s a question that is likely to generate as many responses as there are folks who take the time to mull over the query. Inherent in the question is the supposition that something is wrong or amiss with the current state of marketing. After all, the dictionary defines reform as “improve by some alteration” and “change from worse to better” (www.m-w.com). Given that definition, we argue...