A modest proposal: A response to the marketing challenges presented by the crisis confronting humanity in respect to the requirement to feed nine billion by 2050

This paper develops a proposal on the original offered by Swift in seeking to address the marketing challenges presented by the requirement to feed nine billion humans by the year 2050. Although Swift was aware of the centrality of the customer to the success of his enterprise, his proposal would have benefited from a knowledge of marketing exemplified by the formulation of the marketing concept, which takes the customer as the heart of the enterprise and by the more recent development of Service-Dominant Logic, which recognises the customer as co-producer and even co-creator of value.