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.
