The Future of Macromarketing: Recommendations Based on a Content Analysis of the Past Twelve Years of the Journal of Macromarketing (original) (raw)
Related papers
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.
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...
Macromarketing: Past, Present, and Possible Future
Journal of Macromarketing, 2006
Page 1. http://jmk.sagepub.com/ Journal of Macromarketing http://jmk.sagepub.com/ content/26/2/193 The online version of this article can be found at: DOI: 10.1177/0276146706294026 2006 26: 193 Journal of Macromarketing ...
Journal of Macromarketing, 2020
In this commentary we provide a brief review of sustainability research in the journal since its inception. Next, we offer an opinion on macromarketing’s ambiguity to sustainability as a political project and a resultant failure to provide substantial emphasis beyond the Development School for solutions in the field. Despite macromarketing’s centrality to marketing theory, the work in the journal has not had the impact it deserves in wider sustainability discourses. As two macromarketers with a lifelong interest in sustainability, we argue for more political reflection within the journal. We contend these current times of crisis require us to better listen to and act on prior counsel from critical and political perspectives within the journal, and submit, á la George Fisk, the journal’s first editor, that the politics of the day demand a persistence to continue to ask difficult questions. From a sustainability perspective this would be to consider how best to engender future macroma...
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.
Macromarketing 2020 Call for Papers
Macromarketing Association, 2019
We are pleased to announce the Call for Papers for the 45th Annual Conference of the Macromarketing Society in 2020. The conference will be held at Universidad de Los Andes in Bogotá – Colombia, to discuss marketing challenges and solutions to the world’s current economic, social, and environmental concerns; in the convivial and dynamic macromarketing spirit to explore the interactions among markets, marketing and society. We invite competitive papers, working papers, abstracts, and/or proposals for special sessions.
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.
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.
An Ethical Marketing Approach to Wicked Problems: Macromarketing for the Common Good
Journal of Business Ethics
Macromarketing attempts to address issues that engage marketing and society and previous ethical scholarship has focused on distributive justice and on exchanges that occur in conventional markets. As our research highlights, however, the distribu-tive justice approach alone is insufficient for managing the complexities, ethical paradoxes, and out-of-market conditions associated with wicked, cross-national social concerns. In this article, we integrate macromarketing with the theory of the common good in order to provide a foundation for framing societal change that can encompass nonmarket value, stakeholder rights, collective social priorities, organizational responsibilities, and political action.