ABSTRACT
The chapter focuses on turning markets, marketing and communications into community building with the keynote being transpersonal and collective orientation that is a correlation between the personal (self), the organizational (enterprise) and above all the communal (societal). Building on community/organizational culture through justice and reconciliation is about building bridges, about allowing conflicting stories to interact in ways that evoke respect, about building relationships including economic ones, and helping restructure power relations which needs to go further than a social or business contract. Socio-economic exchange out of which marketing emerges when salesmanship takes hold as a specific business activity, alongside the notion that "the customer is king", are discussed. The chapter also discusses social business as the means of micro enterprise/macro economic navigation concerned with community activation. By insisting that all businesses must be profit-maximizing (PMB), we have ignored the multi-dimensionality of human beings and, as a result, business remains incapable of addressing many of our most pressing social problems.
