Marketing Ethics, Macromarketing, and the Managerial Perspective Reconsidered

Abstract

This article argues that recent criticism of business education and the resurgence of serious interest in marketing ethics and macromarketing during the 1980s are best understood as making the case for repositioning business and marketing education away from a managerial and toward a more inclusive stakeholder perspective. It then briefly explores some of the differences this perspective can make for marketing education.