At this unique point in time, it is appropriate to step back and deliberate on the scope of the marketing field and the contributions it offers to society. The authors adopt several perspectives to do this, looking across time, across societies, and into the operations and structure of the aggregate marketing system itself, which emerges as a huge and complex human institution. A large number of contributions to society are illustrated, ranging from aggregate inputs to the nation's economic health to individual benefits felt by some consumers. However, the system is not perfect; a range of criticisms and system problems also is summarized. The article closes with a look at lessons learned and future challenges in the century ahead.
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