A Dangerous Divergence: Marketing and Society

Abstract

out an important and troubling development in Era IV (1980–present) of marketing scholarship, namely, a major decline in “mainstream ” interest in issues that pertain to marketing and society. Instead, there has been a “ghettoization” of scholarship in this vital area in both journals and conferences, and though a small and hardy group of researchers continue to press on, the vast majority of their colleagues blithely ignore societal imperatives. Marketing is a vital and highly visible institution in free market societies around the world. However, it is suffering from significant problems with each of its major constituents; that is, there is a lack of respect within the corporation and a lack of trust by consumers. Taken together, these two major deficiencies have placed marketing in society’s doghouse as a shallow, wasteful, and polluting

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