Murray, John A.; O’Driscoll, Aidan - In: European Journal of Marketing 31 (1997) 9/10, pp. 706-719
States that a Messianic view of eschatology is one that directs its hopes to a salvatory or vindicating figure, event or philosophy. In applying the eschatology metaphor to marketing, makes the case that, despite apocalyptic forebodings about its shortcomings, marketing’s salvatory prospects...