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- Title
Marketing Science in the Age of Aquarius.
- Authors
Dawson, Leslie M.
- Abstract
The article discusses the relevancy of the field of marketing science in regards to pressing social issues at the time of publication. According to the author, relevancy of the field of marketing should be judged relative to its involvement in issues including quality of life, poverty, war, environmental degradation and alienation of young people. In the opinion of the author, marketing is in danger of losing its social relevance by becoming an increasingly rigid science. The author believes that the field of marketing needs to involve itself in social causes to retain its relevancy.
- Subjects
SOCIAL marketing; MARKETING; MARKETING science; INDUSTRIAL management; QUALITY of life; MARKETING research; PUBLIC service advertising; RELEVANCE; POVERTY; ENVIRONMENTAL degradation; SOCIAL alienation
- Publication
Journal of Marketing, 1971, Vol 35, Issue 3, p66
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1249792