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Bentley Conference Asks: Does Marketing Need Reform?

July 6, 2004

WALTHAM, Mass. - Bentley's McCallum Graduate School of Business hosts "Does Marketing Need Reform", a day-long conference on Monday, August 9 at 8:00 a.m. at the Sheraton Boston Hotel, featuring the nation's leading voices in marketing.

Many in the profession believe that marketing is "off track" and serving neither customers nor companies well. Featuring prominent marketing scholars and practitioners from leading companies and schools including Adaptive Business Designs, Yankelovich Partners, MIT, Northwestern and Wharton, the conference will address how the marketing profession can regain trust with customers and respect within organizations -- helping to set a new course for the discipline and making an impact that will be felt both academically and professionally.

To steer marketing in the right direction will require new perspectives, new frameworks and a renewed commitment to the highest ideals of marketing: serving customers individually and society as a whole by synergistically aligning company, customer and societal interests.

Topics to be discussed include:

  • Challenging the Mental Models of Marketing
  • Customer Advocacy - The Start of a New Paradigm in Marketing
  • Marketing in a Connected World

The luncheon keynote address, "Observations on Marketing Reform," will be given by Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern's Kellogg School of Management.

Registration is $225 per person before July 9 ($275 after), with a special discount rate of $100 for students. The deadline is August 4. For more conference information or to register, please visit:

WHO: Bentley's McCallum Graduate School of Business, in conjunction with the Center for Business Ethics and the Center for Marketing Technology
WHAT: "Does Marketing Need Reform?"
WHEN: Monday, August 9, 2004, 8:00 a.m.
WHERE: Sheraton Boston Hotel, 39 Dalton St., Boston, MA, 02199.

BENTLEY UNIVERSITY is one of the nation’s leading business schools, dedicated to preparing a new kind of business leader – one with the deep technical skills, broad global perspective, and high ethical standards required to make a difference in an ever-changing world. Our rich, diverse arts and sciences program, combined with an advanced business curriculum, prepares informed professionals who make an impact in their chosen fields. Located on a classic New England campus minutes from Boston, Bentley is a dynamic community of leaders, scholars and creative thinkers. The Graduate School emphasizes the impact of technology on business practice, in offerings that include MBA and Master of Science programs, PhD programs in accountancy and in business, and customized executive education programs. The university enrolls approximately 4,100 full-time undergraduate, 140 adult part-time undergraduate, 1,430 graduate, and 43 doctoral students. Bentley is accredited by the New England Association of Schools and Colleges; AACSB International – The Association to Advance Collegiate Schools of Business; and the European Quality Improvement System, which benchmarks quality in management and business education. For more information, please visit

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