Document Type


Publication Date

Fall 2007

Publication Title

Journal of Public Policy & Marketing






The purpose of this essay is to provoke a more comprehensive, historically accurate, and meaningful definition of marketing. Toward that outcome, the author introduces a framework for marketing that argues for constructive engagement with a complex, conflicted, and increasingly interdependent world in which marketing can and should play an important role. The framework offers a new synthesis commensurate with ideals generally espoused in macromarketing. An illustration based on longitudinal study of Vietnam is shared, with implications for current global affairs and with new directions for meaningful marketing research and practice.


Author Posting. © American Marketing Association, 2007. This article is posted here by permission of the American Marketing Association for personal use, not for redistribution. The article was published in the Journal of Public Policy & Marketing, Volume 26, Issue 2, Fall 2007,

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Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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