Introduction

In this Volume 17 of Review of Marketing Research, Professor and Editor Naresh Malhotra has kindly let me serve as guest editor. We went back and forth on topics for this issue and came to an agreement that it would be fun to see if we could push the boundaries of marketing. The chapters in this volume are being processed in 2019, the 50th anniversary of Philip Kotler's and Sidney Levy's 1969 Journal of Marketing article, “Broadening the Marketing Concept,” Kotler, Philip and Sidney J. Levy (1969) thus in deference to that article, we're naming this special issue, “Continuing to Broaden the Marketing Concept: Making the World a Better Place.”