Holbrook, Morris B.; Hulbert, James M. - In: European Journal of Marketing 36 (2002) 5/6, pp. 706-732
Considers the past, present and future of marketing. Whimsically but not without seriousness, concludes that marketing faces something of a Y2K problem. Indeed, as the next millennium begins, concludes that, though the marketing concept may survive, the marketing function itself is dead....