Victor Lebow: an unknown critical marketer

Abstract

Purpose The purpose of this paper is to draw attention to Victor Lebow, an unknown contributor to critical marketing studies. The paper also contributes to the literature on marketing amnesia. A brief biography of Lebow is presented in which it is established that he was a marketing professional. The paper then discusses his unacknowledged contribution to critical thought by exploring his only book. Design/methodology/approach The paper is based on a close reading of Lebow’s only book, contextualizing it by placing it in historical context. The paper uses a traditional historical narrative approach to present the results. Findings It is pointed out that the business system, including marketing, is riven with power relations that are largely unappreciated or ignored. Woven into Lebow’s account is an attempt to rethink aspects of theory, practice and especially institutions that had and have assumed a taken-for-granted status. It is established that Lebow’s thought, as a marketing professional, went well beyond typical marketing. He presents an interesting and innovative program for converting private enterprise into a socially responsible structure without resulting to any form of socialism. Originality/value No such review or evaluation of Victor Lebow has been published. One 1955 article has been frequently cited. His wider thought has been ignored.