Does Marketing Need Reform?

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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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