Marketing as Constructive Engagement

Clifford J Shultz

doi:10.1509/jppm.26.2.293

Marketing as Constructive Engagement

Clifford J Shultz

Quinlan School of Business

Research output: Contribution to journal › Article › peer-review

Abstract

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 new directions for meaningful marketing research and practice.

Original language	American English
Journal	School of Business: Faculty Publications and Other Works
Volume	26
Issue number	2
DOIs	https://doi.org/10.1509/jppm.26.2.293
State	Published - Oct 1 2007

Keywords

macromarketing
constructive engagement
definition of marketing
American Marketing Association

Disciplines

Business

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Cite this

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Marketing as Constructive Engagement

Abstract

Keywords

Disciplines

Access to Document

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