The End(s) of Marketing and the Neglect of Moral Responsibility by the American Marketing Association

Abstract

The current official definition of marketing by the American Marketing Association—adopted in 2004—ignores marketers’ moral responsibility for the socioecological conditions of the world. Other statements and programs by the association hardly do better. This essay suggests that research and education on wisdom and a stronger commitment to a macromarketing orientation could begin to reverse the neglect of moral responsibility. Those actions and several others outlined will require courageous and visionary leadership from the American Marketing Association.