The Social Disorder of the Broadened Concept of Marketing
Journal of the Academy of Marketing Science
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.