A Comment on Selected Wilkie and Moore–Inspired Commentaries in “The Sages Speak”

<jats:p> The author addresses the concerns expressed by some scholars in “The Sages Speak” special section of the Spring 2005 issue of Journal of Public Policy &amp; Marketing—prominently, those of McAlister and, especially, Morris Holbrook—in response to Wilkie and Moore's (2003) “4 Eras” article. The author also offers a resolution to some earnest but possibly overdrawn differences within the marketing academic profession. Although the junction between these issues and the public policy domain may initially seem tenuous, it is brought out in this essay. </jats:p>