Marketing's Changing Social Relationships

What are marketing's boundaries in a highly automated, industrialized society? What are marketing's social responsibilities today? These and other important questions are raised by the author. He contends that in an economy of abundance, marketing is more than a technology of the firm, and...

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Bibliographic Details
Published in:Journal of marketing 1969-01, Vol.33 (1), p.3-9
Main Author: Lazer, William
Format: Article
Language:English
Subjects:
Consumer advertising
Consumer economics
Consumer goods
Consumer psychology
Economic hardship
Economic systems
Economic value
Lifestyles
Market economies
Marketing
Product development
Social aspects
Social responsibility
Society
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Summary:What are marketing's boundaries in a highly automated, industrialized society? What are marketing's social responsibilities today? These and other important questions are raised by the author. He contends that in an economy of abundance, marketing is more than a technology of the firm, and that marketing responsibilities extend beyond the profit realm. Marketing is viewed as an institution of social control instrumental in reorienting a culture from a producers' to a consumers' culture. Appraisal of the many complex issues raised in this article requires a broader conception of marketing than commonly used.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224296903300102