Marcadia postponed: Marketing, utopia and the millennium
- 1 October 1996
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 12 (7) , 671-683
- https://doi.org/10.1080/0267257x.1996.9964444
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.Keywords
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