Marketing is not dead: a response to “Elegy on the death of marketing”

Abstract

Discusses the death of marketing and provides evidence to the contrary that marketing is far from dead – or dying. Discusses the implications of the role of marketing both in the online and offline world. Accepts that marketing may be in need of realignment to reflect contemporary marketing practices.

Citation

McCole, P. (2004), "Marketing is not dead: a response to “Elegy on the death of marketing”", European Journal of Marketing, Vol. 38 No. 11/12, pp. 1349-1354. https://doi.org/10.1108/03090560410560137