Marcadia postponed: Marketing, utopia and the millennium

Stephen Brown, Pauline Maclaren, Lorna Stevens

Research output: Contribution to journalArticle

8 Citations (Scopus)

Abstract

Before envisioning the future of marketing, as the conference theme suggests, it may be worthwhile examining our desire to envision the future of marketing. This paper argues that our need to imagine the future is part of an innate utopian propensity. It examines the relationship between marketing and utopianism, contends that marketing is inherently utopian in ethos, and concludes that, necessary though they are, future visions of marketing cannot and should not be enacted.

Original languageEnglish
Pages (from-to)671-683
Number of pages13
JournalJournal of Marketing Management
Volume12
Issue number7
DOIs
Publication statusPublished - 1996

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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