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8:00 - 8:15 AM Welcome Note
President Joseph Morone, Bentley College

Symposium Overview - Raj Sisodia, Bentley College

8:15 to 10:00 AM SESSION 1: DOES MARKETING HAVE A PROBLEM?
Chair: Susan Dobscha, Bentley College
  Consumer Resistance to Marketing
J. Walker Smith, president, Yankelovich Partners
  In Your Face - The Backlash Against Marketing Excess
Johny K. Johansson, Georgetown University
  Marketing or Marketers: What or Who Needs Reforming?
Rajiv Grover, University of Georgia
  Marketing's Reputation With Consumers and Business Professionals - Findings From a Survey
Raj Sisodia, Bentley College
  Q&A / Discussion
10:00 - 10:15 AM Coffee break

10:15 - 12:15 PM SESSION 2: THE FUNDAMENTAL ISSUES
Chair: Lan Xia, Bentley College
  Challenging the Mental Models of Marketing
Jerry Wind, The Wharton School of the University of Pennsylvania
  Marketing: A Work in Progress
Frederick E. Webster, Jr., Dartmouth College
  Can Marketing Bridge Corporate Fault Zones?
Rajendra Srivastava, Emory University
  How to Reform Marketing
Jag Sheth, Emory University
  Q&A / Discussion
12:15 - 1:45 PM LUNCHEON & KEYNOTE
Observations on Marketing Reform
Philip Kotler, Northwestern University

1:45 - 3:45 PM SESSION 3: NEW PERSPECTIVES
Chair: Nada Nasr, Bentley College
  Customer Advocacy - The Start of a New Paradigm in Marketing
Glen Urban, MIT
  Marketing in a Connected World
Mohan Sawhney, Northwestern University
  Designing a Business From the Customer Back
Stephen Haeckel, Adaptive Business Designs
  Marketing to the New Customer Majority
David B. Wolfe, Wolfe Resources, Inc.
  Q&A / Discussion
3:45 - 4:00 PM Coffee break

4:00 - 6:00 PM SESSION 4: WHERE DO WE GO FROM HERE?
Chair: Pierre Berthon, Bentley College
  Scholarship in Marketing: Lessons From the '4 Eras' of Thought Development
William L. Wilkie, University of Notre Dame
  A Service-Dominant Logic for Marketing
Robert F. Lusch, University of Arizona
  Marketing Strategy's Identity Crisis: Musings on the Need for Reform and the Mechanics of Reform
Rajan Varadarajan, Texas A&M University
  Marketing's Power in the Marketplace: For Good or For Ill?
Kay Lemon, Boston College
6:00 - 7:00 PM Reception


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