ABSTRACT
Gaining benefits through serving others typically involves marketing. When viewed from neoclassical perspectives, marketing is viewed as rational and universal. This approach can easily overlook specifics including the potential hurtful side effects of catering to people in ways that trigger negative stress and tension within the community. Classic paradigms of the discipline that existed before the advent of modern neoclassical marketing can better portray these negative implications and their potential influences. The sub-discipline of micromarketing, furthermore, expands beyond the neoclassical paradigm by addressing marketing’s full ramifications upon a wide array of stakeholders. Indigenous, ethnic, and rural peoples can benefit from such expanded and evenhanded views.
