Toward a broader concept of marketing's role in social order

Sidney J. Levy, Philip Kotler

Research output: Contribution to journalArticlepeer-review

7 Scopus citations


The article by Laczniak and Michie is criticized on several grounds. Their ideas impose narrow, rigid, dictatorial limits on the subject matter and applied services of the marketing field, and acquiesce in a negative view of the nature of marketing. On the contrary, the broadened concept of marketing contributes to desirable social order by fostering social change and encouraging the search for a more truthful description of the relations between marketing words, ideas, and activities.

Original languageEnglish (US)
Pages (from-to)233-238
Number of pages6
JournalJournal of the Academy of Marketing Science
Issue number3
StatePublished - Jun 1979
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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