Pingali Venugopal
The role of marketing in society has been an important focus area for researchers. While marketing could contribute positively to society, marketing communications promote materialism leading to misplaced consumption. Literature review has helped identify five marketing contribution gaps (in this paper, a negative impact of the marketing activities to the society is termed as a marketing contribution gap). Subsequently using a system approach a “Marketing Contribution Gaps model” with two embedded loops is conceptualized. Utilizing market information to develop relevant products to meet the consumer needs forms loop 1. Marketing information influencing consumption and consequent externalities forms loop 2. Three marketing contribution gaps identified in the literature are mapped on loop 1 and two gaps on loop 2. The systems approach highlights that a good feedback mechanism is essential for improving the quality of life. Suggestions are given for marketers and policy makers to improve marketing’s contribution to society.