Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/3146
Title: Editorial: rethinking marketing
Authors: Krafft, Manfred
Singh, Ramendra
Sista, Suren
Issue Date: Dec-2015
Publisher: Indian Institute of Management Calcutta, Kolkata
Series/Report no.: Vol.42;No.4 (Special Issue: Rethinking marketing)
Abstract: It brings us great joy to present to the marketing academia, this special issue of decision on “Re-thinking marketing”. The timing of the special issue cannot be considered more apt since many scholars have started to call for a critical review of our discipline and therefore a sharp perspective is now required to decide how and where to take our discipline as it deserves a more respectable position in society as well as in the board rooms. Since recent past marketing has been moving beyond serving the narrow objectives of profit enhancement for firms to a more broad-based notion of value enhancement for the society at large. This is aptly reflected in our choice of articles, and book reviews for this special issue. The content of this SI can be broadly divided into three categories—perspective articles, research articles, and book reviews.
Description: Manfred Krafft, University of Münster, Münster, Germany; Ramendra Singh & Suren Sista, IIM, Calcutta, India
p.357-358
Issue Editor – Manfred Krafft, Ramendra Singh & Suren Sista
URI: https://doi.org/10.1007/s40622-015-0115-z
https://ir.iimcal.ac.in:8443/jspui/handle/123456789/3146
ISSN: 0304-0941 (print version) ; 2197-1722 (electronic version)
Appears in Collections:Issue 4, December 2015

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