Expanding our understanding of marketing in society |
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Authors: | William L Wilkie Elizabeth S Moore |
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Institution: | (1) University of Notre Dame, 393 Mendoza College of Business, Notre Dame, IN 46556, USA |
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Abstract: | The Journal of the Academy of Marketing Science was started 40 years ago, at a time when “marketing in society” issues were capturing much attention from marketing scholars.
Since that time both the field and this journal have grown and matured, but the marketing in society area has become somewhat
removed from the dominant perspectives of marketing scholarship. This paper provides an historical perspective on these developments
and offers an examination of the fundamental role of societal interests in our field. Six basic topics are explored: (1) the
hundred years of history of marketing thought development, as reflected in the “4 Eras” of marketing thought; (2) the ebbs
and flows of attention to marketing in society topics during these 4 Eras; (3) two illustrations of difficulties brought about
by this area’s move to sideline status in the field; (4) our concept of the “aggregate marketing system” as a basis for appreciating
the centrality of this research area for the field of marketing; (5) the nature of marketing in society research today; and
(6) a discussion of several research challenges and opportunities for the future. |
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