It is often stated that the goal of the marketing system is the satisfaction of consumer needs, wants, and desires as consumers themselves define and express them. The marketing concept places marketing and the marketer between the producer and consumer as a facilitator in accomplishing the goal of the marketing system. This article argues that marketing educators must adopt a variety of alternative perspectives in their courses if they are to satisfy the spirit of the marketing concept. The nature of critical thought is outlined and contrasted with traditional thought. A number of critical perspectives on the marketing economy are presented and contrasted with the traditional perspective. Possible readings are suggested and summarized. Explanations are discussed as to why each of the alternatives ought to be part of the marketing curriculum if the goal of the marketing system is as stated above. The author's personal experience in integrating the various perspectives in a one-semester consumer behavior course are reviewed.
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