Adventures in Misplaced Marketing

(Hardback)

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Description

The modern marketing concept, with its focus on creating consumer satisfaction, makes marketing seem beyond reproach. Instead of its successes and failures, Rotfeld focuses on the uses, and frequent abuses, of marketing analysis. His book, a collection of clearly observed and forceful case studies drawn from his personal research and study, deals with the pragmatic realities of marketing and its limitations. The result is a unique look at how marketing and consumers really interact, and at the entire business-consumer relationship.

Reviews

.,."a thought-provoking presentation that differs substantially from traditional marketing books in style and content. Rotfeld's wit makes this a fun book to read. Recommended for students, faculty, and practitioners alike. Upper-division undergraduate through professional collections."-Choice
...a thought-provoking presentation that differs substantially from traditional marketing books in style and content. Rotfeld's wit makes this a fun book to read. Recommended for students, faculty, and practitioners alike. Upper-division undergraduate through professional collections.-Choice
Adventures in Misplaced Marketing takes a realistic, but not pessimistic, view of the marketing concept and its applications across a range of marketing activities, including its recent adoption in many non-traditional and non-commercial fields....this book should be prescribed as compulsory reading for all graduating marketing majors as a reality check. The promotion of the marketing approach as a universal solution to commercial and social problems limits the ability of many to consider, and respect, aleternative perspectives, but by openly raising concerns about the limitations of marketing in such an accessible and readable way, this book goes some way towards addressing this tendency of marketers to be too inwardly focussed.-Journal of Consumer Marketing
..."a thought-provoking presentation that differs substantially from traditional marketing books in style and content. Rotfeld's wit makes this a fun book to read. Recommended for students, faculty, and practitioners alike. Upper-division undergraduate through professional collections."-Choice
"Adventures in Misplaced Marketing takes a realistic, but not pessimistic, view of the marketing concept and its applications across a range of marketing activities, including its recent adoption in many non-traditional and non-commercial fields....this book should be prescribed as compulsory reading for all graduating marketing majors as a reality check. The promotion of the marketing approach as a universal solution to commercial and social problems limits the ability of many to consider, and respect, aleternative perspectives, but by openly raising concerns about the limitations of marketing in such an accessible and readable way, this book goes some way towards addressing this tendency of marketers to be too inwardly focussed."-Journal of Consumer Marketing

Author Bio

HERBERT JACK ROTFELD is Professor of Marketing at Auburn University, Auburn, Alabama.