ABSTRACT
Although we are more progressive and sophisticated marketers, our generally short-term, narrow customer orientation has interfered with our ability to consider and evaluate important marketing impacts that are widely felt over time. The marketing practices of a variety of industries —from pharmaceuticals to food-are justly criticized for their negative effects on the natural environment, population-wide health, and global culture. Despite the fact that such impacts may manifest as unforeseen and unintended consequences of otherwise compelling business decisions, accountability still falls to us.
