This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. The book provides a series of critical perspectives on marketing from senior authors around the world. The book is not about 'what marketing is' for this is already recorded in innumerable texts. Rather the text gives comments, views, positive statements, criticisms and doubts from leading authors, concerning marketing and its role within business and as an academic subject in the 21st century.

DON E. SCHULTZ Professor (Emeritus) of Integrated Marketing Communications, Medill School of Journalism, Northwestern University W. FRED VAN RAAJI Professor of Economic Psychology, Tilburg University THEO POIESZ Professor of Economic Psychology, Tilburg University WALTER VAN WATERSCHOOT Professor of Marketing, University of Antwerp ELS GIJSBRECHTS Professor of Marketing, Tilburg University MICHAEL THOMAS Emeritus Professor of Marketing, Strathclyde University JOHN PHILIP JONES Professor, Department of Advertising, Syracuse University, New York CEES VAN RIEL Professor of Corporate Communications and Director of the Corporate Communications Centre, Erasmus University GUIDO BERENS Doctoral Student, Erasmus University STEPHEN BROWN Professor of Marketing Research, University of Ulster JAGDISH N. SHETH Charles H. Kellstadt Professor of Marketing, Goizueta Business School RAJENDRA S. SISODIA Trustee Professor of Marketing & Founding Director of the Center for Marketing Technology, Bentley College