Final thoughts on amnesia and marketing theory

In this paper I selectively reflect on the contents of the special issue, focusing on the structuring of the academy and the society in which we operate. I examine the epistemological structuring of marketing in relation to what counts as a contribution to knowledge, the effects of the way we use particular theory to sensitize ourselves to the wider world, and how this theory in turn restricts how we think about marketing theory and consumer practice, especially in less 'developed' countries.