Marketing as Constructive Engagement

The purpose of this essay is to provoke a more comprehensive, historically accurate, and meaningful definition of marketing. Toward that outcome, the author introduces a framework for marketing that argues for constructive engagement with a complex, conflicted, and increasingly interdependent world in which marketing can and should play an important role. The framework offers a new synthesis commensurate with ideals generally espoused in macromarketing. An illustration based on longitudinal study of Vietnam is shared, with implications for current global affairs and with newdirections for meaningful marketing research and practice. ABSTRACT FROM AUTHOR Copyright of Journal of Public Policy & Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)

Marketing as Constructive Engagement’, CliffordJ. ShultzIIJournal of Public Policy & Marketing, 26(2) (2007): 293–301. Published by the American Marketing Association. Reprinted with permission.
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