Author： Thomas Michael
Publisher： Emerald Group Publishing Ltd
ISSN： 0263-4503
Source： Marketing Intelligence & Planning, Vol.18, Iss.6-7, 2000-06, pp. : 321-327
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Abstract
Defines two types of marketing professionalism: mechanical, market-driven professionalism; and social trustee, civic professionalism. Asserts that the marketing profession should pursue the latter in order to survive. Argues that marketing professionals must minister to the needs and wants of other citizens, promote democracy and ensure social responsibility rather than be self-serving. Outlines the ways in which "true professionalism" can be achieved.
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