"In addition to managerial effectiveness and efficiency, today's environment calls for new generations of marketers to be adept at taking broader perspectives on the role of marketing and how it impacts our larger society." "Explorations of Marketing in Society offers such perspectives by first providing a brief history and overview of this area, then highlighting six special topics in which broader questions, insights, and challenges emerge - consumer interest, social marketing, international consumer policy, public policy on marketing, macromarketing, and marketing ethics. Each of these sections opens with a commissioned introductory essay by a recognized thought leader, is followed by several classic articles on that topic, and concludes with a set of shorter "Policy in Progress" articles from the popular press that brings real challenges and impacts to life. The book provides expert and provocative examination of the broader actions of marketing in our world."--BOOK JACKET.