The Mutual Relationship between Marketing and Society

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.