Alienation from the marketplace
F. Kelly Shuptrine Ph.D., Henry O. Pruden Ph.D., Douglas S. Longman D.B.A.
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 3
Abstract
The research compares consumers with professional marketers on alienation from the marketplace, direct-action to overcome dissatisfaction with products, and support of government intervention in the marketplace. Consumers were clearly more alienated than marketing professionals and tended to be more supportive of radical government intervention. Professional marketers were more prone to direct-action than were consumers. A discussion follows with implications for marketing as a key integrating institution in society, and the direction of change in the marketplace.
Keywords
Marketing, Business Executive, American Market Association, Typical Consumer, Marketing Professional
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