The Future of Marketing

Critical 21st-Century Perspectives

  • Philip J. Kitchen

Table of contents

  1. Front Matter
    Pages i-xxi
  2. W. Fred van Raaij, Theo Poiesz
    Pages 41-58
  3. Michael Thomas
    Pages 82-97
  4. Cees van Riel, Guido Berens
    Pages 113-124
  5. Jagdish N. Sheth, Rajendra S. Sisodia
    Pages 140-162
  6. Philip J. Kitchen
    Pages 163-172
  7. Philip J. Kitchen
    Pages 173-179
  8. Back Matter
    Pages 180-196

About this book


This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. The book provides a series of critical perspectives on marketing from senior authors around the world. The book is not about 'what marketing is' for this is already recorded in innumerable texts. Rather the text gives comments, views, positive statements, criticisms and doubts from leading authors, concerning marketing and its role within business and as an academic subject in the 21st century.


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Editors and affiliations

  • Philip J. Kitchen
    • 1
  1. 1.The Business SchoolUniversity of HullHullUK

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences