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 hurtful side effects. Non-neoclassical models of marketing can better portray other implications and influences. The sub-discipline of macromarketing, furthermore, expands beyond the neoclassical paradigm by addressing marketing’s full ramifications. Indigenous, ethnic, and rural peoples can benefit from such expanded and evenhanded views. Specific objectives of this chapter include:
1 Understanding that marketing typically involves serving others in order to benefit as a result.
