ABSTRACT
In the introduction of the 2009 edition of this book we argued that marketing was suffering from a perceived lack of relevance both within organisations and also by consumers themselves. We also observed that this was due to an inadequate conception of what marketing actually is. Over the past eight years we have seen somewhat of a revolution in thinking, not only about what marketing is, but also about consumers and their relationships with marketing. We have also made great strides in thinking through the relationship between marketing and wider society. Therefore we ask the following questions in this introduction: how has our view of marketing changed? How have consumers changed? And how should marketing relate to society?
