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Palgrave Macmillan

The Dominant Influence of Marketing in the 21st Century

The Marketing Leviathan

  • Book
  • © 2013

Overview

Editors:
  1. Philip J. Kitchen

    1. ESC Rennes School of Business, France

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Table of contents (7 chapters)

  1. Front Matter

    Pages i-xiv
    Download chapter PDF

  2. Introduction

    • Philip J. Kitchen
    Pages 1-6

  3. The Recasting, Questionability and Applicability of Hobbes’ Leviathan

    • Philip J. Kitchen
    Pages 7-27

  4. Who Is Like unto the Beast? Tall Tales of Fail Whales

    • Stephen Brown
    Pages 28-47

  5. Seven Simple Rules to Better Customer Service

    • Charles R. Taylor
    Pages 48-65

  6. Ninety Trillion Spams and Counting: Rethinking the Marketing Social Contract in a Web 2.0 World

    • Fred K. Beard
    Pages 66-94

  7. Cloud as a New IMC Tool: How to Make Our Marketing More Ubiquitous

    • Shintaro Okazaki
    Pages 95-112

  8. The Age of Organisationalism

    • Philip J. Kitchen
    Pages 113-131

  9. Back Matter

    Pages 132-138
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Keywords

About this book

Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, there are some misgivings about marketing in the 21st century. This volume addresses the positive and negative elements of marketing and questions 'Is marketing a leviathan in today's societies?'

Editors and Affiliations

  • ESC Rennes School of Business, France

    Philip J. Kitchen

About the editor

Fred K. Beard, University of Oklahoma, USA Stephen Brown, University of Ulster, Northern Ireland Shintaro Okazaki, Universidad Autónoma de Madrid, Spain Charles R. 'Ray' Taylor, Villanova University, USA

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