Many marketers fear that the field's time-worn principles are losing touch with today's realities. "Does Marketing Need Reform?" collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles. As the editors note in their introduction; "Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well." The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests.

Is your small business or non-profit having trouble standing out in today's crowded and competitive markets? In your efforts to look legitimate, you're likely promoting your brand with promises, words and images that blend in instead of break through. The solution? Find your TWIST. In this book, Julie Cottineau, former VP of Brand for Virgin, founder of Brand School and a global authority on impactful and effective branding, shares her unique TWIST approach which helps businesses remove their brand blinders and look outside of their categories for actionable insights that build stronger brands and better business results. She uses easy to follow examples of actual small businesses that have successfully applied her methodology. Don't waste another minute on "me-too" marketing until you read this book and build your own TWIST.