ABSTRACT
The fundamental purpose of marketing is to sustain societies, and to enhance the well-being of communities and people. This chapter considers that nearly every country on earth is administered by some form of market(ing)-based economy. Truly, well-regulated markets and ethical marketing practices enable people, communities, societies, and countries to thrive. The tragedy of our global-marketing-commons is that most marketing practitioners and scholars, while not necessarily oblivious to the threat, are not sufficiently committed to marketing as a form of constructive engagement to ameliorate or to reverse the tragedy. Toward that macromarketing agenda the chapter also considers marketing as a form of constructive engagement for creating, communicating, pricing and delivering goods, services and experiences to consumers and organizations in complex, interacting systems. For the purpose of managing consumer, societal, economic, and political relationships in ways that benefit local, regional, and global stakeholders, inclusively, equitably, and sustainably.
