The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.
Chapter 2: Marketing's Relationship to Society ∗
Marketing's Relationship to Society ∗
Section I: ‘Marketing's Contributions to Society’
We originally chose to study the field of marketing because we found it to be one of the most stimulating, complex, and intellectually challenging of academic areas in a university setting. In curious contrast to its general reputation as a ‘soft’ area, we found that this field welcomes insights from many disciplines, including economics, psychology, history, mathematics, sociology, law, political science, communications, anthropology, and the creative arts. Its scholarship combines elements of objectivity and subjectivity, demands both quantitative and qualitative insights, requires persistence yet rewards creative leaps, and allows freedom of imagination and nuance yet grounds its efforts in real actions with measured consequences. Further, marketing can be studied from a ...