Macromarketing: Past, Present, and Possible Future (original) (raw)
Related papers
Journal of Macromarketing
In their essays published in the Silver Anniversary Issue (SAI) of the Journal of Macromarketing (2006), George Fisk and Mark Peterson independently outlined the current state of the discipline and made a list of visionary recommendations that would help macromarketers adapt and respond to the changing markets, marketing, and societies. These recommendations ranged from repositioning the discipline around the ideas of societal development to leading the way across disciplines toward achieving a sustainable world. Based on a thorough content analysis of the articles published in the Journal of Macromarketing since the SAI, we aim to report the extent to which macromarketing scholarship has responded to the recommendations of Fisk and Peterson. Utilizing the findings, we make a list of new recommendations that can assist macromarketers in fulfilling their mission of ‘saving the world’.
Interpreting Macromarketing: The Construction of a Major Macromarketing Research Collection
This commentary introduces a four-volume tome, Macromarketing, a major research collection for which the authors served as editors. Equity, poverty, and societal development were the primary foci. A lengthy vetting process resulted in eighty articles for inclusion. Among them are articles recently published in the Journal of Macromarketing; most of the articles however are drawn from economics, foreign policy, sociology, and the literature of other disciplines. This eclectic mix reveals other fields and leading scholars in them who share interests with macromarketers.
Journal of Macromarketing Special Issue
Journal of Macromarketing, 2013
In this introductory editorial we briefly discuss anti-consumption research and society, the focus of this special issue of the Journal of Macromarketing. We then introduce the four peer reviewed articles and two invited commentaries that comprise the special issue, and conclude with future research opportunities.
Abstracts from the 2013 Macromarketing Conference
Journal of Macromarketing , 2013
The 38 th annual meeting of the Macromarketing Society was held June 4-7, 2013 in Toronto, Canada. Detlev Zwick and Sammy Bonsu served as co-chairs of the conference. The meeting featured 83 papers or panel presentations, and drew 102 scholars from around the globe. Published without copyright as Macromarketing in the Age of Neoliberalism and edited by Detlev Zwick, the proceedings are available at http://macro marketing.org. Where available, the abstracts for presentations are listed below.
Macromarketing as a Pillar of Marketing Thought
Journal of Macromarketing, 2006
This article addresses the appropriate centrality of the macromarketing perspective for the larger field of marketing scholarship. Eight topics are explored: (1) the treatment of the societal domain across the “Four Eras” of marketing thought development, (2) the recent trend to research specialization and an ensuing fragmentation of the mainstream of marketing thought, (3) the loss of knowledge and today's PhD education in marketing, (4) a current concern with the American Marketing Association's 2004 definition of marketing, (5) the challenge posed by the fact that research on marketing and society is itself fragmented, (6) challenges for research from the Brinberg/ McGrath framework, (7) the aggregate marketing system as a potential central organizing concept, and (8) a closing comment on the “pillar” status of macromarketing and the key role played by the Journal of Macromarketing in its first twenty-five years.
Toward a Theory of Macromarketing
Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration, 2009
Macromarketing has not received the pedagogical attention and support ir deserves because it lacks a well accepted theory. This paper attempts a theory of macromarketing based on the concept that purpose of macromarketing is, or ought to be, the development and maintenance of a harmonious relationship between marketing and society. A harmonious relationship requires both goal convergence (the what aspect) and process convergence (the how aspect) in any relationship. The paper suggests five determinants of goal convergence between marketing andsociety: shared vision, convergent policy, cultural unity, mutual education, and common cause. It also suggests five determinants of process convergence between marketing and society: win-win value creation, networked organization, mutual interdependence, mutually acceptedpractices, and frontline information systems. The role of macromarketing as a bridge between marketing andsociety is to research andpractice goal and process convergence. Rksumd Le macromarketing n'apas r e p l'attentionpbdagogique et le soutien qu'il mbrite parce qu'il n'est pas &jini dans une thborie bien acceptbe. L'article propose une thborie du macromarketing fo&e sur le concept voulant que le macromarketing a ou doit avoir pour objet le dkveloppement et le maintien de relations harmonieuses entre le marketing et la socidtd. Toute relation harmonieuse exige d la fois une convergence de buts (l'aspect "&finition") et une convergence a% procddks (l'aspect "mkthode"). Entre le marketing et la socidtd, Particle &nombre cinq facteurs &terminants de convergence de buts: vision partagke, politique de Convergence, unitb culturelle, &ducation mutuelle et cause commune. I1 &finit aussi cinq &terminants de convergence de procb&s: crkation d'une valeur gagnang-gagnant, organisation en rbseau, interaZpendance, pratiques rkciproquement acceptbes et systhes d'information de premier plan. Le rhle du macromarketing en tant que passerelle entre le marketing et la socidtd rbide dam la recherche et la pratque de la convergence des buts et de la convergence des proc&s.
On the Founding of the Journal of Macromarketing
Journal of Macromarketing, 2010
This article chronicles the events leading to the founding of the Journal of Macromarketing, including (1) the first Macro-Marketing Seminar, which was organized by Charles C. ‘‘Chuck’’ Slater and held the University of Colorado at Boulder in 1976, (2) the subsequent Macro-Marketing Seminars of 1977 to 1979, (3) the formation of the Macro-Marketing Editorial Advisory Board in 1978, and (4) a meeting of the Advisory Board on August 9, 1979, at the Broker Inn in Boulder, Colorado. The article represents the author’s personal account. Accordingly, it relies on personal recollections of the events and some documents that were retained in an old manila folder.
Toward the Institutionalization of Macromarketing
Journal of Macromarketing, 2012
Major events in the institutionalization of macromarketing include (1) the series of macromarketing conferences that began at the University of Colorado in 1976, (2) the founding of the Journal of Macromarketing in 1981, and (3) the establishment of the Macromarketing Society in 2004. This article focuses on the continuing institutionalization of macromarketing by providing a commentary on Mark Peterson’s new textbook, Sustainable Enterprise: A Macromarketing Approach. The commentary is structured around seven questions: (1) What is Peterson’s “sustainable enterprise”? (2) What is a macromarketing approach? (3) What is the “stability illusion” and how does Peterson dispel it with resource-advantage (R-A) theory? (4) How does R-A theory relate to sustainable marketing? (5) Does the text contribute to institutionalization or reinstitutionalization? (6) Was the financial crisis a “failure of laissez-faire”? (7) Where is the discussion of the “welfare-state, Ponzi illusion,” and the sus...