Conscious Marketing: Meaning, Relevance, Determinants, and Consequences

摘要

In their seminal 2013 paper, Fred Webster and Robert Lusch issued a vociferous call for marketing to be elevated to a higher level of consciousness that encompasses the entire value creation system. In response to that call, we explore how for-profit organizations actually practice marketing under an 'elevated' paradigm. We propose a marketing perspective that accounts for the realities of contemporary business. We explore the influence of the business philosophy known as 'conscious capitalism' on the development and execution of marketing theory and strategy. In so doing, we develop and offer a new construct: "conscious marketing." We define conscious marketing as a firm's capability to assume responsibility for, direct activity towards, and effectively communicate the long term value-in-use of its offerings and contributions toward the well-being of its entire network of stakeholders. We engage a vibrant practitioner community to advance contemporary concept development in marketing-a critical yet rare phenomenon in marketing scholarship.