Adventures in Misplaced Marketing

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Herbert Jack Rotfeld

ISBN: 1-56720-352-3

ISBN-13: 978-1-56720-352-3

DOI:

248 pages

Praeger Publishers

Publication: 9/30/2001

List Price: $98.95 (UK Sterling Price: £68.95)

Availability: In Stock

Media Type: Hardcover

Trim Size: 6 1/8 x 9 1/4

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Description: The modern marketing concept, with its focus on creating consumer satisfaction, makes marketing seem beyond reproach. Instead of its successes and failures, Rotfeld focuses on the uses, and frequent abuses, of marketing analysis. His book--a collection of clearly observed and forceful case studies drawn from his personal research and study--deals with the pragmatic realities of marketing and its limitations. He argues that marketing can only serve consumer predispositions. It cannot guarantee satisfaction. When marketers lose sight of this, they actually ignore their market. Rotfeld takes the unusual approach of providing a fundamental view of the relationship between marketing and its customers. He shows what can happen when that relationship is misperceived or its implications are mistaken. Marketing gets misplaced. For marketing practitioners and academics, his book is a unique study of how marketing and consumers interact.

As Rotfeld explains: Misplaced Marketing is a term I coined, using `marketing' to refer to the marketing analysis of consumers and `misplaced' to mean either `lost' or `ignored.' Many firms `misplace' marketing in the sense of losing track of what it is and what it can do; many not-for-profit organizations do not use marketing in a way that could improve the results of their efforts. Just because marketing is satisfying consumers does not mean it is above reproach, since Al Capone satisfied many consumers too. Moreover, there are critics who fear marketing power and feel that any service to consumers is a problem for society. This is misplaced marketing in the sense that it is misused, abused, or tied to products that do not serve society's interests. Just because marketing perspectives are misplaced does not mean a product or service will fail, nor does it mean it should be banned. My book gives a perspective to understand the view of business critics and ways to improve business decision-making. The book also provides an unusual examination of the entire relationship of business to its customers.

Table of Contents:

Preface
Myths and Legends of the Modern Marketing Concept
Sell, Sell, Sell: The Modern Production Orientation of Marketing Companies--"The marketing concept? That's just an abstraction?"
Hobson's Choices in the Marketplace
Without Bad Service, There Wouldn't be any Service at All
Advertising only a Copywriter would Love
Opportunities Lost: Pitfalls by Arrogant Ignorance--"We know what we're doing. Trust us."
Hey Gang, Let's put on a Show!
A Trade Association Serving Itself
Government "Serving" the Consumers' Interests
Problems of Just Satisfying Consumer Needs--"We're providing a service people want, just like Al Capone."
Self-Regulation as a Marketing Tool
We'd Rather you didn't do That
Fear of Marketing
The "Wrong" Benefits I: Politics and Popular Culture
The "Wrong" Benefits II: Schools and Education
Explanations and Criticisms by Misplaced Marketing--"Why are you doing that?!!"
Hiring the Wrong "Right" Person
The Spam Incentive
The Limits of Spam
Before you Decide, get out of the Office
Concluding Notes
It's just Misplaced Marketing

About the Author: HERBERT JACK ROTFELD is Professor of Marketing at Auburn University, Auburn, Alabama./e Noted for iconoclastic research and his challenges to conventional wisdom and commonly held presumptions about business practices and theories, Dr. Rotfeld is a 2000 recipient of the American Academy of Advertising's Outstanding Contribution to Advertising award. He lectures widely around the world, has been a faculty visitor at universities in the United States, Australia, and New Zealand, and is a respected scholar of advertising regulation and self-regulation. He is currently the editor of the Journal of Comsumer Affairs and a section editor for the Journal of Consumer Marketing.

LCC Class: 658


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