Reflections on Sustainable Enterprise

Abstract

The purpose of this commentary is to stimulate debate on the topic of macromarketing education. Mark Peterson’s textbook Sustainable Enterprise: A Macromarketing Approach, which advocates a market-based approach to sustainability, is discussed in the context of a new marketing program exploring the intersection between marketing, markets, and society. As part of the discussion, the developmental and critical perspectives of macromarketing thought are contrasted with each other and also with the managerial perspective that dominates much of today’s marketing education. The commentary concludes with a call for critical reflexivity in macromarketing education and cautions that market-based approaches to sustainability can only work toward a sustainable future, but not solve the problem of an unsustainable lifestyle.

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