Does Marketing Need Reform?

Agenda

7:00 - 8:00 AM	Continental breakfast
8:00 - 8:15 AM	Welcome - President Joseph Morone, Bentley College Symposium Overview - Raj Sisodia, Bentley College

8:15 to 10:00 AM	SESSION 1: DOES MARKETING HAVE A PROBLEM? Chair: Susan Dobscha, Bentley College
	J. Walker Smith, president, Yankelovich Partners Consumer Resistance to Marketing
	Johny K. Johansson, Georgetown University In Your Face - The Backlash Against Marketing Excess
	Rajiv Grover, University of Georgia Marketing or Marketers: What or Who Needs Reforming?
	For a few years now academicians have argued for reforming marketing. In this talk, I comment that it is not “marketing” that needs reforming but marketers. The main reason that marketing is getting marginalized is because much of our research and teaching has become orthogonal to practice. A proposal is advanced that might help set us on the correct path. close
	Raj Sisodia, Bentley College Marketing's Reputation With Consumers and Business Professionals - Findings From a Survey
	Q&A / Discussion
10:00 - 10:15 AM	Coffee break

10:15 - 12:15 PM	SESSION 2: THE FUNDAMENTAL ISSUES Chair: Lan Xia, Bentley College
	Jerry Wind, The Wharton School of the University of Pennsylvania Challenging the Mental Models of Marketing
	Frederick E. Webster, Jr., Dartmouth College Marketing: A Work in Progress
	Rajendra Srivastava, Emory University Can Marketing Bridge Corporate Fault Zones?
	Jag Sheth, Emory University How to Reform Marketing
	Q&A / Discussion
12:15 - 1:45 PM	LUNCHEON & KEYNOTE Philip Kotler, Northwestern University Observations on Marketing Reform

1:45 - 3:45 PM	SESSION 3: NEW PERSPECTIVES Chair: Nada Nasr, Bentley College
	Glen Urban, MIT Customer Advocacy - The Start of a New Paradigm in Marketing
	Mohan Sawhney, Northwestern University Marketing in a Connected World
	Stephen Haeckel, Adaptive Business Designs Designing a Business From the Customer Back
	David B. Wolfe, Wolfe Resources, Inc. Marketing to the New Customer Majority
	Q&A / Discussion
3:45 - 4:00 PM	Coffee break

4:00 - 6:00 PM	SESSION 4: WHERE DO WE GO FROM HERE? Chair: Pierre Berthon, Bentley College
	William L. Wilkie, University of Notre Dame Scholarship in Marketing: Lessons From the '4 Eras' of Thought Development
	Robert F. Lusch, University of Arizona A Service-Dominant Logic for Marketing
	Rajan Varadarajan, Texas A&M University Marketing Strategy's Identity Crisis: Musings on the Need for Reform and the Mechanics of Reform
	Kay Lemon, Boston College Marketing's Power in the Marketplace: For Good or For Ill?
6:00 - 7:00 PM	Reception

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