ABSTRACT
While Oscar Wilde has provided our discipline a plethora of aphorisms for reflection — who among us has not potted his pithy observation of cynicism as the knowledge of the price of everything but the value of nothing in our quest to articulate an ethics of marketing? — his meditation on Utopia is the platform for my essay:
A map of the world that does not include Utopia is not worth even glancing at, for it leaves out the one country at which Humanity is always landing. And when Humanity lands there, it looks out, and seeing a better country, sets sail. Progress is the realization of Utopias.
( Wilde 1891: 303–4)