Elegy on the death of marketing: Never send to know why we have come to bury marketing but ask what you can do for your country churchyard

Abstract

Considers the past, present and future of marketing. Whimsically but not without seriousness, concludes that marketing faces something of a Y2K problem. Indeed, as the next millennium begins, concludes that, though the marketing concept may survive, the marketing function itself is dead. Nonetheless, cautions against the concomitant extermination of marketing scholars.

Citation

Holbrook, M.B. and Hulbert, J.M. (2002), "Elegy on the death of marketing: Never send to know why we have come to bury marketing but ask what you can do for your country churchyard", European Journal of Marketing, Vol. 36 No. 5/6, pp. 706-732. https://doi.org/10.1108/03090560210422970