This response to Professor Gaski's commentary first clarifies the editorial background for the development of the set of Journal of Public Policy & Marketing essays titled “The Sages Speak,” which appeared in the Spring 2005 issue. It then goes on to discuss three related issues: (1) the unrest about marketing scholarship that is currently gripping the academy, (2) the need for inclusion of an aggregate perspective in the official American Marketing Association definition of the field of marketing, and (3) the risks of an overreliance on a philosophy of “consequentialism” for the field.
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