Marcadia Postponed: Marketing, Utopia and the Millennium

Brown, S., Maclaran, P. and Stevens, L. 1996. Marcadia Postponed: Marketing, Utopia and the Millennium. Journal of Marketing Management. 12 (7), pp. 671-683. https://doi.org/1080/0267257X.1996.9964444

TitleMarcadia Postponed: Marketing, Utopia and the Millennium
AuthorsBrown, S., Maclaran, P. and Stevens, L.
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.

JournalJournal of Marketing Management
Journal citation12 (7), pp. 671-683
ISSN0267-257X
Year1996
PublisherTaylor & Francis
Digital Object Identifier (DOI)https://doi.org/1080/0267257X.1996.9964444
Publication dates
Published1996

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