Contrasting perspectives on marketing

[Extract] In this chapter we will discuss changing and contrasting perspectives towards marketing and marketing ethics. The chapter explores how marketing, and particularly marketing communication as the most visible form of marketing, can be perceived differently, and ethical challenges can arise as a consequence based on: •Historical and societal changes •Religious contexts •Cross-cultural contexts While there are a variety of reasons that can be identified as leading to changes in perceptions, such as personal experiences, political, technological or social changes and so forth, the two main avenues to allow for a discussion about marketing ethics are historical changes, and cross-cultural and religious perspectives, both of which this chapter will use to show how perceptions of marketing, and what constitutes marke3ting ethics, are fluid and constantly evolving together with the wider environment in which marketing operates