We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 4: Advancing the Study of Marketing's Impacts on Society
I am pleased to register a tribute to the worthy career of Jagdish N. Sheth. This essay explores the winding course of societal marketing across time. It first examines history, noting that, in early days, societal issues were at the forefront of the field, and then some 30 marketing academics served inside the Federal Trade Commission (FTC) during the 1970s. Today, however, the field is fragmented and societal issues have been shunted to the sideline as a subfield of interest to just a few scholars. We note implications of this for PhD programmes, and then note how, in 2004, it stimulated controversy over ...