Cover -- CONTENTS -- EDITORIAL ADVISORY BOARD -- Editorial -- Marketing as warfare, revisited -- Academia marketing myopia and the cult of the PhD -- Physics envy -- Can theoretical knowledge and application yield competitive advantage? -- The obstacles to marketing thinking -- Ethnocentricity in academic marketing journals -- What are the essential capabilities of marketers?.

The history of this e-book lies in the number and variety of submissions received during 2006 that were not explicitly about the application of marketing intelligence to marketing planning, and not of an altogether orthodox type, but seemed to us to have something to say would interest open-minded marketing academics and thoughtful marketing planners, and might even be directly applicable to their work. As the great Ambrose Bierce said, "Speak when you are angry and you will make the best speech you will ever regret". And that is what our seven authors have done: not quite angrily, perhaps, but certainly provocatively. From reading this e-book you will find they collectively tell a coherent story that will either challenge your own point of view or reinforce it.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2018. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.