Respectability for Marketing?

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.