Progressive Reduction of Economic Inequality as a Macromarketing Task: A Rejoinder

This is a response to Capaldi's reflections on our article in the same volume. Since reduction of global inequality is a necessary condition for global sustainability, our rejoinder focuses on global inequality. 314Accordingly, our response: (a) defines inequality generally and specifically, (b) determines that the macromarketing effects of global inequality are the inadequate consumption by many and an unacceptable quality of human life for many, and hence (c) argues that the progressive reduction of global inequality is a challenge for macromarketing. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: Website: © 2005 by The Haworth Press, Inc. All rights reserved.]