Ever since the discussion on the nature and scope of marketing was presented by Shelby Hunt, a lot of comprehensive corrections have been attempted to be made to the definition of Marketing. These definitional corrections were not just restricted to the academia, but even the practitioners of marketing who were and are asking questions about the scope of this discipline. As is common with the practitioners, they answer their questions largely within the domain of their own organizations and therefore are limited by scope as well as exposure. However, gross global changes as well as changes within various nations are presenting a variety of dimensions that need to be recognized by all concerned with the field of marketing.

Is marketing of the national culture and heritage, part and parcel of the domain of the marketing functionary of an Indian goods marketer? Is there a role for the marketing functionaries of a services firm in influencing the decision as to whether a nation should host the Olympics? What is the role of the marketer in the protection of the environmental flora and fauna? Is he to be concerned with the social responsibility profile of his organization? Should the marketing manager of a consumer durables company be interested in improving the literacy rates? Can the definitional clarification of the field of marketing be of any help in answering the above questions? Can academia and industry agree upon the operational scope of marketing in different kinds of economies? This paper will attempt at answering some of these questions. The discussion is largely theoretical and opinionated. No quantitative support is likely to come by. However, the attempt will be to present a perspective of marketing that will bring clarity both for the practitioners and the academia.

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