Table of Contents

Remembering Marketing
The Future is History
PART ONE: PUTTING THE `CON′ INTO CONCEPT
Reviewing Marketing
The Defective Vision of Theodore Levitt
Redeeming Marketing
The Spiritual Side of Trade
Reconfiguring Marketing
The Greatest Sham on Earth
PART TWO: DOWNSIZING STRATEGY
Repositioning Marketing
Ballyhoo′s Who
Representing Marketing
The Secret of the Black Magic Box
Replanning Marketing
If Ever a Whiz of a Swiz There Was
PART THREE: FIXING THE MIX
Replacing Marketing
Reading Retroscapes
Rebracing Marketing
Yes, We have no Bananaburgers
Revolting Marketing
Gross is Good
Conclusion
Trapping the Substance
Rejuvenating Marketing
The Big Tease

Reviews

Praise for the author: ′the finest writer in our field today′ - Journal of Marketing ′the most devastating critic of the academic discipline of marketing ever likely to be encountered′ - Service Industries Journal ′a jewel in the crown of the academic marketing establishment′ - Marketing Intelligence and Planning ′remarkably entertaining′ - Public Library Journal ′dazzling erudition′ - European Journal of Marketing ′instant classic′ - Journal of Marketing Management