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- Title
Respectability for Marketing?
- Authors
Borton, William M.
- Abstract
Is it the highest mission of marketers to switch buyers to their particular brand? Or to induce people to buy and consume more and still more goods? The author of this article wonders: How useful is this mission? To how much respect does it entitle marketers? Are they anxious enough for social approval to assume more social responsibility? The writer likens marketing to an "adolescent giant"--anxious for approval, but torn between selfishness, materialism, and altruism. But he believes that marketing will mature into a more helpful, effective, and respected member of society.
- Subjects
UNITED States; MARKETING ethics; ADVERTISING ethics; MATERIALISM; SOCIAL responsibility of business; COLD War, 1945-1991; CONSUMERISM; CAPITALISM &; mass media; MASS media ethics; BUSINESS ethics; ECONOMIC consumption &; ethics; SELLING; CORPORATE image -- Social aspects; PUBLICITY -- Social aspects; SOCIAL values; MASS media &; business; CUSTOMER satisfaction; ETHICS; ECONOMICS; MASS media &; society
- Publication
Journal of Marketing, 1959, Vol 24, Issue 2, p47
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1248847