CHAPTER 8

Bringing it Altogether

Purposeful Proposals, Challenges, and Directions

For many years we have engaged in research in marketing. As a consequence, we have, we believe, informed and intrigued many cohorts of students with the potential intellectual and practical challenges of marketing. Like many other scholars, however, we are aware of marketing’s limitations. As Webster and Lusch maintain, “Marketing must be elevated to a higher level1 of consciousness. A consciousness that grows beyond solving small, immediate problems, to addressing long-term, large problems that goes beyond individual customer satisfaction and short-term financial performance to encompass the total value creation system.” This informed the aims of the book, stated ...

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