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?
	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
	Marketing strategy, as a field of study, suffers from an identity crisis. A broad-based consensus among strategy researchers is still lacking on the definition and domain of marketing strategy, the key issues that define the field and the foundations of the field - theories, principles, concepts, constructs, premises, axioms, maxims, etc. This presentation will present some thoughts on how such a consensus can be reached, and how the domain of marketing strategy can be reformed to better serve customers and companies. close
	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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