For other thoughts on the subject, seeJamesM. Hulbert and LeylandF. Pitt, “Exit Left Center Stage? The Future of Functional Marketing,” European Journal of Management, Vol. 14, No.1, (February, 1996), pp. 47–60 and, more recently, Reflection! of the Futures of Marketing: Practice and Edutcation, eds. Donald R. Lehmann and Katherine E. Jocz, Cambridge, MA,: Marketing Science Institute, 1997, recommended reading for all concerned about marketing's future. Among the academics, none have been more radical than the postmodernists, whose views are well summarized by Stephen Brown, Postmodern. Marketing, London; Routledge, 1995.
2.
PeterF. Drucker (1954), The Practice of Management, New York: City, NY: Harper and Row, 37–38.
See, for example, GouillartF. and SturdivantF. (1994), “Spend a Day in the Life of Your Cuslomers,” Harvard Business Review, Jan. - Feb., 116–125. Excerpted from James M. Hulbert and Noel. Capon, Total Integrated Marketing, New York City: The Free Press, forthcoming, 1999.
9.
Excerpted fromJamesM. Hulbert and NoelCapon, Total Integrated Marketing, New York City: The Free Press, forthcoming, 1999
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