| Summary: | After the emergence
of marketing as a discipline in the early 1900’s, the scope of marketing
experienced a constant change and development. However, the researchers have
not yet arrived at a conclusion about the scope of marketing. When the debates
on the scope of marketing is analyzed, it may be seen that the relationship
between the social issues and marketing is one of the issues at the core. In
this context, the present study aims to analyze the relationship between
society and marketing from different perspectives such as macromarketing, social
marketing, social exchange and consumer behavior. Based on the evaluation of
the relevant literature, it is suggested that the definition of marketing
should be made from the social perspective, for the concepts of marketing and society
are indispensable for each other. Thus,
society is crucial for the marketing and vice versa. The relationship between
the two is essential for enhancing the quality of life and making the world
more liveable.
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