Victor Lebow: an unknown critical marketer

What is it about?

This paper first briefly introduces Victor Lebow to establish that he was a marketer, a specialist in retailing and sales management. It then suggests that he was a pioneer in critical marketing before explaining what is meant by critical marketing. Finally, the paper turns again to Lebow and his contribution to critical marketing studies. The paper reviews his interesting and innovative program for converting private enterprise into a socially responsible structure without resulting to any form of socialism.

Featured Image