目次

Part I. Marketing as a Social Activity 1. Marketing in the Material World 2. Skills and Qualities of the "Good" Marketeer 3. Branding: Your Product and Yourself Part II. Societal Impact: Tensions in Marketing 4. Consumerism-"Getting and Spending, we lay waste our powers" (Wordsworth) 5. Corporate Social Responsibility 6. The impact of Globalisation on Marketing Part III. Marketing: Art & Science 7. The Egalitarian Marketeer 8. Marketing and the Organisation 9. Ethics - more than a marketing ploy?