Using these examples and broadened conceptual boundaries, the authors proudly proclaimed that, "marketing has taken a new lease on life and tied its economic activity to a higher social purpose" (Kotler & Levy 1969, p15). One eminent marketing academic was quick to attempt to temper such ambitious claims. He was concerned that when views were propounded by such prominent authors as Kot ler and Levy their uncritical acceptance seemed likely, so contrary opinions needed a vigorous voice (Luck 1969). Luck's contention was that whilst Kotler and Levy were implicitly asking for a redefinition of marketing, they did not explicitly offer.
