Marketing Disequilibrium - Douglas Brownlie et al
On Redress and Restoration
PART ONE: MARKETING PHILOSOPHY
Postmodernism - Stephen Brown
The End of Marketing?
Commentary - Gibson Burrell
PART TWO: REDEFINING MARKETS
From Marketing to Societing - Bernard Cova
When the Link Is More Important than the Thing
Exchange, Institutions and Time - Luis Araujo
Commentary - Robin Wensley
PART THREE: REFRAMING CONSUMERS
Symbolic Meaning and Postmodern Consumer Culture - Richard Elliott
It¿s a Matter of Time - David Knights and Pamela Odih
The Significance of the Women¿s Market in Consumption
Commentary - Morris Holbrook
PART FOUR: MARKETING ETHICS
Morality and the Marketplace - Robert Grafton Small
An Everyday Story of Consumer Ethics
Theory, Ethical Critique and the Experience of Marketing - William P Hetrick and Hector R Lozada
Commentary - Peter Binns
Commentary - Stephen Fineman
PART FIVE: THE MARKETING PROFESSION
The Process of Inter-Professional Competition - P[um]aivi Eriksson
A Case of Expertise and Politics
On the Idolization of Markets and the Denigration of Marketers - Hugh Willmott
Some Critical Reflections on a Professional Paradox
Commentary - Michael Thomas
PART SIX: MARKETING PEDAGOGY
Research, Rhetoric and Reality - Sally Dibb and Philip Stern
Marketing¿s Trifid
Research in Marketing - Gilles Laurent and Bernard Pras
Some Trends, Some Recommendations
Commentary - Gerry Zaltman

This unique and comprehensive reflection on marketing as a field of study, research and practice proposes new ways forward for the discipline and the profession.Rethinking Marketing provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the marketing profession, and marketing teaching and research - through an innovative dialogue among some of the most renowned international scholars in the field. As such it sets the stage for the further advancement of the field.