ABSTRACT
Of late, part of the academic marketing community has shown growing interest in reforming the discipline of marketing. It might even be justifiably argued that some progress toward this end has already been made. The interest in reform in the concerned academicians seems to have arisen from two main sources of discontentment. The first source relates to their perception that an appreciable level of research conducted in academic marketing is irrelevant to marketing issues in organizations and, to their exasperation, such research is held in higher regard in the discipline. The second source of their discontentment stems from their perception of marginalization of the authority of practicing marketers by non-marketers, as evidenced by the involvement of the latter in making marketing decisions.
