Elevating marketing: Marketing is dead! Long live marketing!

Frederick E. Webster, Robert F. Lusch

Research output: Contribution to journalArticlepeer-review

109 Scopus citations


Marketing must be elevated to a higher level of consciousness. A consciousness that grows beyond solving small, immediate problems to addressing long-term, large problems that goes beyond individual customer satisfaction and short-term financial performance to encompass the total value creation system. The discipline, in theory and practice, must move beyond a narrow focus on customers to a broader concern for them as citizen-consumers. This necessitates a recommitment of marketing to its fundamental purpose in society, which is improving the standard of living for all citizens by co-creating value at all levels within a socio-economic system. An elevated (systems) concept of marketing must focus on micro, meso and macro systems with an understanding of the purpose and shared vision for each system, a clear identification of responsibilities, and a focus on resource effectiveness and efficiency.

Original languageEnglish (US)
Pages (from-to)389-399
Number of pages11
JournalJournal of the Academy of Marketing Science
Issue number4
StatePublished - Jul 2013


  • History
  • Marketing concept
  • Stakeholders
  • Theory

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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