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The Legends in Marketing series presents compilations of the seminal works of marketing scholars who have made significant contributions to the discipline of marketing. This review discusses the structure and contents of the volumes that comprise Legends in Marketing: Shelby D. Hunt (Sage, forthcoming).

The main objective of this chapter is broadening the understanding of anthropomorphic artificial intelligence (AI) (e.g. avatars, humanoid robots, chatbots) in both physical and digital environments. The chapter strives to demonstrate how organisations can curate relationship marketing and enhance customer experience by employing anthropomorphic AI. To achieve this, the chapter extends existing understanding in three ways. First, it explains the interconnectivity between relationship marketing and customer experience. Second, it presents anthropomorphic AI along with its different characteristics and technologies. Third, it offers some real-life uses cases and examples of such AI drawing from practical insights into five selected industries. Overall, the chapter provides some food of thoughts concerning the successful application and deployment of anthropomorphic AI in marketing practices.

Start-ups are a new form of business venture that has quickly revolutionized the sport industry due to their ability to quickly develop ideas into commercial entities. Generally, most discussion about start-ups tends to take a collective view without considering the industry context. In this chapter, the author discuss how the sport industry is a unique form of start-up that is quickly gaining traction in the global sport industry. The reasons and advantages of sport start-ups are examined in terms of the existing literature and practice around nascent ventures. The crucial need for social capital and networks in developing sport start-ups is stated, which highlights the importance of analyzing start-ups from a sport industry perspective. In addition, the role of strategy and innovation in pursuing a start-ups mentality is progressed. This helps to provide an overview about the current practice of sport start-ups and to predict future developments.

This essay treats both democracy and the market. The essay assesses the condition of modern workplace democracy and reconsiders the potential for genuine and thoroughgoing democratic practices within corporations that find themselves “globalizing” and responding to market forces. To ground my analysis, I draw upon the case of the Mondragón cooperatives in the Basque Country, Spain, a system of worker-owned-and-managed cooperatives that began to engage the European and global markets in the years immediately preceding European Union unification in 1992. I wish to update and widen the scholarly discussions of Mondragón while also using the case to identify some of the most important contours of the intersection of democracy and the market today.

The chapter is divided into two broad sections. The first addresses macro or global sources of ethics discontent. This will discuss concern about political ethics in the broad context of complex processes such as globalization, development, liberalization, and democratization. These are clearly huge subjects and there is no space to do justice to their complexities, but the aim here is to identify some key aspects, which have particularly important implications for increasing concern about political ethics. The second section is concerned with exploring the political aspects of public ethics through a consideration of political scandal, because scandals are often cited as the source of unease about ethical standards in public life and as the catalysts for institutional reform.