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Carys Egan-Wyer

Senior lecturer

Saving the social legitimacy of marketing : Creating a utopian sustainable future through the concerted use of marketing theory and practice

Author

Carys Egan-Wyer
Jon Bertilsson

Summary, in English

Considering the climate crisis, critical marketing literature warns that the social legitimacy of marketing is at stake. Drawing upon the idea of imagined futures, we advance the notion that marketing can save its legitimacy by envisioning and “selling” the conditions of a sustainable future reality to society—as utopian.

Department/s