A Dangerous Divergence: Marketing and Society

By April 1, 2005 February 15th, 2019 Marketing Strategy
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In Wilkie and Moore’s (2003) landmark article, they point 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.
A Dangerous Divergence Marketing And Society

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