Does Marketing Need Reform?

Abstract

In August 2004, a day-long symposium organized by Bentley College was held in Boston to address the question, “Does Marketing Need Reform?” Speakers were asked to address how the marketing function can simultaneously bolster trust with customers and respect within organizations. The event featured 17 speakers and drew approximately 125 attendees. Judging by the response, it appears that this topic hit a hot button for many in the discipline. In this brief essay, we highlight some of the perspectives that were suggested at the symposium.