Taking sides : Clashing views on controversial issues in marketing / selected, edited, with introductions by Barton Macchiette , Abhijit Roy.

Includes bibliographical references and index.

Does marketing have appropriate boundaries? -- Is the practice of multilevel marketing legitimate? -- Has the "keep it simple" concept become "all change, all the time"? -- Is relationship marketing a tenable concept? -- Does cause-related marketing benefit all stakeholders? -- Is mass customization the wave of the future? -- Are outrageous prices inhibiting consumer access to life-sustaining drugs? -- Will e-commerce eliminate traditional intermediaries? -- Is communications technology "death of the salesman"? -- The new marketing paradigm shift : are consumers dominating the balance of power in the marketplace? -- Is the traditional development of brand loyalty dying? -- Is "extreme sports" marketing risk and thrill seeking to society? -- Should classrooms be commercial-free zones? -- Should marketers target vulnerable groups? -- Is generational segmentation an effective marketing strategy? -- Is the marketing of online degree programs a threat to traditional education? -- Are marketers culpable for America's culture of violence? -- Should alcohol advertising be regulated further? -- Is it appropriate for the government to market lotteries? -- Is political marketing essentially buying politicians?