Looking back at a century of innovation, the marketing profession has reason to celebrate its many contributions to the rise of economic wealth in Western nations. The marketing profession has, however, as well faced criticism for engaging in ever-new marketing practices potentially harming individuals, communities, and societies. This paper presents findings from an integrative literature review to document key criticisms of marketing brought forth over sixty years; to identify the key moral demands that fuel these criticisms; and to illustrate the potentialities and limitations of positive marketing responses. The study suggests that positive marketing practices more often than not result from marketers' proactive engagement with critical narratives and emerging moral demands.

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