ABSTRACT
Despite the emphasis on marketing and the marketing approach, marketing is still rhetoric rather than reality in far too many businesses. “Consumerism” proves this. For what consumerism demands of business is that it actually market. It demands that business start out with the needs, the realities, the values of the customer. It demands that business define its goal as the satisfaction of customer needs. It demands that business base its reward on its contribution to the customer. That after twenty years of marketing rhetoric consumerism could become a powerful popular movement proves that not much marketing has been practiced. Consumerism is the “shame of marketing.” (1973, p. 64)
Drucker’s characterization remains as true today as it ever was. Instead of acting as partners engaged in mutually rewarding co-destiny relationships, too many marketers and consumers continue to be locked into mistrustful, adversarial relationships in which there is a constant tug-ofwar to determine which side can benefit disproportionately and unfairly.
