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The social disorder of the broadened concept of marketing

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Abstract

The concept of “social order” is fundamental to the stability of most social systems. In this paper, three dimensions of social order—drawn predominantly from the writings of Talcott Parsons—are analyzed in terms of how they are influenced by broadened marketing. The authors maintain that the widespread acceptance and application of broadened marketing,defined as marketing, is inconsistant with social order and could ultimately erode the reputation of all marketing practioners. Furthermore, such a series of events could lead to the severe regulation of marketing practices and the development of inhibitions by bright young students regarding the formal study of marketing.

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Authors and Affiliations

  1. Marquette University, Milwaukee

    Gene R. Laczniak Ph.D.

  2. New Mexico State University, New Mexico, USA

    Donald A. Michie Ph.D.

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  1. Gene R. Laczniak Ph.D.
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  2. Donald A. Michie Ph.D.
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Acknowledgement

Special thanks to J. Howard Westing of the University of Wisconsin-Madison and Richard P. Bagozzi of the University of California-Berkley for commenting on portions of this manuscript. Neither necessarily shares the philosophical orientation expressed in this paper but both contributed greatly to improving the clarity of expression.

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Laczniak, G.R., Michie, D.A. The social disorder of the broadened concept of marketing. JAMS 7, 214–232 (1979). https://doi.org/10.1007/BF02721876

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