Editorial: 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.