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Over time, the function of marketing has evolved from being an enabler and facilitator of market transactions to taking an active role in society as a powerful tool for value creation and social transformation. Today, marketing plays a critical role with broader impacts on collective well-being as a strategic driver of societal changeSocietal change, influencing market behavior, reflecting, and reshaping social values. Simultaneously, marketing continues to serve its foundational purpose of creating and delivering economic value, generating growth for firms, fostering competition that benefits consumers, and contributing to market efficiency.

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The Role of Marketing in Shaping Societal Futures: Concluding Remarks

  • 章节

  • 发表日期：

    2026年

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  • Meltem Kiygi-Calli,
  • Nimet Uray,
  • Petek Tosun

摘要

Over time, the function of marketing has evolved from being an enabler and facilitator of market transactions to taking an active role in society as a powerful tool for value creation and social transformation. Today, marketing plays a critical role with broader impacts on collective well-being as a strategic driver of societal changeSocietal change, influencing market behavior, reflecting, and reshaping social values. Simultaneously, marketing continues to serve its foundational purpose of creating and delivering economic value, generating growth for firms, fostering competition that benefits consumers, and contributing to market efficiency.