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'Gerard Hastings' masterful and ground breaking treatise on marketing is nothing short of a map out of the desert leading us all to Jericho. His challenge to the consumptive nature of the developed world and the unveiling of the big lie , that the global corporate culture is working on the behalf of society, is nothing short of liberating...expect to be challenged...expect to be warned...then, expect to become hopeful...his prescription for healing is even more powerful than his diagnosis.' James H. Lindenberger, Director, Social Marketing Group, University of South Florida 'The cowboy and robber economy is back. There are even business schools that teach students that the sole mission of business is to maximize shareholder value. Finance is everything. Branding,ahowever hollow, is everything. In contrast the new marketing theory of the 3rd millennium puts stress on customer service and value-in-use which is in line with Gerard Hasting's thinking. He has written a daring book. He calls a spade a spade, totally contrary to what advertising and other marketing does. So the conventional marketer will hate it. If they keep reading they will find that Hastings makes sense. We need business, but a nation needs fair business, not just windfall for the few. Marketing is also a tool for creating welfare in society -- for everybody. Only then will business become efficient in the long run.' Evert Gummesson, Emeritus Professor, Stockholm University School of Business, Sweden

'Gerard Hastings' masterful and ground breaking treatise on marketing is nothing short of a map out of the desert leading us all to Jericho. His challenge to the consumptive nature of the developed world and the unveiling of the big lie , that the global corporate culture is working on the behalf of society, is nothing short of liberating!expect to be challenged!expect to be warned!then, expect to become hopeful!his prescription for healing is even more powerful than his diagnosis.' James H. Lindenberger, Director, Social Marketing Group, University of South Florida 'The cowboy and robber economy is back. There are even business schools that teach students that the sole mission of business is to maximize shareholder value. Finance is everything. Branding,ahowever hollow, is everything. In contrast the new marketing theory of the 3rd millennium puts stress on customer service and value-in-use which is in line with Gerard Hasting's thinking. He has written a daring book. He calls a spade a spade, totally contrary to what advertising and other marketing does. So the conventional marketer will hate it. If they keep reading they will find that Hastings makes sense. We need business, but a nation needs fair business, not just windfall for the few. Marketing is also a tool for creating welfare in society -- for everybody. Only then will business become efficient in the long run.' Evert Gummesson, Emeritus Professor, Stockholm University School of Business, Sweden

Author Information

Gerard Hastings is Professor of Social Marketing at Stirling and The Open University. He worked in market research before beginning his academic career, which has focused on researching the impact of marketing on society -- especially the harm done by the alcohol, tobacoo and fast food industries. This has involved him in advising Government, working with policy makers both nationally and internationally and acting as an expert witness in litigation -- as well as publishing widely in both academic and popular outlets. His work also looks at the value of social marketing, and his first book was called Social Marketing: Why Should the Devil Have All the Best Tunes? He was awarded the OBE for services to health care in 2009.

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