Marketing is a university disci­ pline that aspires to be a professional discipline and that

Marketing is a university disci­ pline that aspires to be a professional discipline and that, accordingly. has responsibilities (a) to society, tor providing objective knowledge and technically competent. socially responsible, liberally educated graduates, (b) to students, for providing an education that will enable them to get on the socioeconomic ladder and prepare them for their roles as competent. responsible marketers and citizens. (c) to mar­ keting practice. for providing a continuing supply of com­ petent. responsible entrants to the marketing profession and for providing new knowledge about both the micro and macro dimensions of marketing, and (d) to the academy, for upholding its mission of retailing, warehousing, and pro­ ducing knowledge, its contract with society of objective knowledge for academic freedom, and its core values of reason, evidence, openness, and civility