January 10, 2001
Taking Sides : Marketing professor’s new book
Bart Macchiette, PSC professor of marketing, and Abhijit Roy, formerly of PSC and now at Boston University, have just published a new book entitled Taking Sides: Clashing Views on Controversial Issues in Marketing. The book is intended for use as a supplementary text in college marketing courses.
The Taking Sides series is published by McGraw Hill/Dushkin. These books provide a debate style pro-versus-con approach to a variety of subjects. While serving on the advisory board of another Dushkin publication, Annual Editions: Marketing, Macchiette realized that there were many issues in marketing which could be illustrated well using the Taking Sides approach.
The book is a compilation of opposing opinions from marketing luminaries on a variety of topics, such as “Does Marketing Have Appropriate Boundaries?,” “Is the Practice of Multilevel Marketing Legitimate?,” “Should Classrooms Be Commercial-Free Zones?,” “Is the Marketing of Online Degree Programs a Threat to Traditional Education?,” and “Are Marketers Culpable for America’s Culture of Violence?,” among others. Macchiette and Roy provide an introduction and conclusion to each topic, along with sources of more information.
“The purpose of this book is to involve the reader in analysis and spirited debate concerning macro-marketing issues that are not only fundamental to the discipline but also germane to their lives as consumers, concerned citizens and future practitioners.” say Macchiette and Roy in the preface to the book.
For more information, see the McGraw-Hill/Dushkin Web site at