Marketing is perceived as both a solution and a problem, depending on one's perspective, the context, and the source of the narrative. For instance, media agents portray marketing at its worst: as a superficial and manipulative practice designed to dupe consumers; or at its best as a “trick” instead of a process that requires cutting-edge knowledge and analytical, strategic, and creative skills. In this essay, I examine the image of marketing among various market actors (i.e., digital players, influencers, media agents) as well as academics. The goal is to understand both the rising interest and skepticism towards marketing as an organizational activity and a scientific discipline. The objective is to restore the poor image of marketing by shifting the focus towards a more comprehensive understanding of what is inside the “black box” of marketing. I then propose a restoration process through legitimization and diffusion involving both marketing academics and marketplace agents. The goal is to help restore the image of marketing and unveil its power as a major force for positive social change, creativity, competitiveness, and well-being.
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