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Marketing is the business of matching supply and demand, profitably. More broadly it includes creating demand and/or creating supply. We apply these ideas to an urgent supply/demand problem, that of feeding the additional 3 billion people expected to be on earth by 2050. We argue that this can be achieved by a combination of tweaks to the supply side and tweaks to the demand side. But the sooner we start, the better.

This chapter examines explanations for the slowdown of capital accumulation since 1980. Using Bureau of Labor Statistics data on trends on productivity and capital spending, we find that slowing productivity growth accounts for slower capital accumulation. Other explanations for the downturn, such as outsourcing, the “post-industrial” economy, and financialization, do not reflect macroeconomic trends. However, we argue that shareholder value ideology affected decisions about how to balance productivity growth and inputs such as capital and labor. We discuss the consequences of slowing accumulation on American economic hegemony.

The chapter briefly reviews the eight volumes in my Legend series – organizational buying behavior, consumer behavior, product and new product management, marketing strategy, market segmentation, global marketing, marketing research and modeling, and the future of marketing. In addition, the chapter highlights the three driving forces of much of my research: (a) the real world challenges facing corporations and organizations, (b) the search for new methodological developments, and (c) the continuous challenge of the prevailing marketing concepts and approaches. The chapter concludes with some reflections on the evolution of marketing in the past five decades and my wish list for the discipline and my future activities.