Marketing Reflections for Our Reform and Reset

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Author(s): Brent Smith (Saint Joseph's University, USA)
Copyright: 2019
Pages: 6
Source title: Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession
Source Author(s)/Editor(s): Margarida M. Pinheiro (University of Aveiro, Portugal), Ana Estima (University of Aveiro, Portugal)and Susana Marques (University of Aveiro, Portugal)
DOI: 10.4018/978-1-5225-6295-5.ch002

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

From time to time, we marketers should reflect upon what we have done for the world and to the world. We should examine the paradigms, practices, and broader impacts that have shaped our reputation. As a community of practitioners, scholars, and teachers, we have grown accustomed to common criticisms about what we do and how we do it. In calling consumerism the shame of marketing, Peter Drucker left us a prompt to consider for our reform and reset. In our ongoing journey to satisfy consumers and achieve organizational objectives, we must not lose sight of our responsibilities to create value, maximize our positive impact on society, and minimize our negative impact on society. In this brief chapter, the author presents thoughts on how we marketers might improve our discipline.

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