Ideology for the 10 billion: introduction to globalization of marketing ideology

Discussions of ideology are akin to walking a tightrope, especially in a discipline that largely views itself as nonideological, but whose concepts are used to advance ideas and ideologies of all kinds. Through three insightful refereed articles and four invited commentaries, this special issue of the Journal of Macromarketing manages to walk the tightrope, even though the balance bar lurches dangerously to one side and then to the other. As the special issue editors, in this introductory essay, we set up the context for discussions of ideology and marketing, provide some of our views, and then introduce the seven contributions via brief previews.