The Mutual Relationship between Marketing and Society
AbstractAfter the emergence of marketing as a discipline in the early 1900’s, the scope of marketing has changed and developed. However, the researchers have not come up with a conclusion about the scope of marketing. When the debate on the scope of marketing is analyzed, it can be revealed that the relationship between the social issues and marketing is one of the issues at the core. In this context, the objective of the study is to analyze the relationship between society and marketing from different perspectives which are macro marketing, social marketing, social exchange and consumer behavior perspective. After the evaluation of the relevant extant literature, it is suggested that the definition of marketing should be made from the social perspective. Because both society is crucial for the marketing and marketing is very crucial for the society in order the increase the quality of life and make the world more liveable place