What Consumerism Means to Marketers, Harvard Business Review
Consumer movements are not a new phenomenon on the U.S. business scene. But the current one, unlike its predecessors, shows no signs of subsiding. In fact, this author argues that consumerism is inevitable, enduring, beneficial, promarketing, and profitable. This is quite contrary to the intuitive assessment of businessmen. After discussing his own assessment, the author advances a new concept of societal marketing to replace the time-honored marketing concept.
Kotler, Philip. 1972. What Consumerism Means to Marketers. Harvard Business Review. 50(3): 48-57.