Macromarketing – a Global Focus: Marketing Systems, Societal Development, Equity & Poverty

Macromarketing – a Global Focus: Marketing Systems, Societal Development, Equity & Poverty

  • Summary
  • Overview
  • Key Readings

The macro side of marketing takes the subject beyond the realm of commerce and into the wider societal context, looking at the marketing process in its entirety. We have long been suspicious of the negative side of the marketing process, exemplified in credit card debt, poor diet, smoking, and alcohol abuse. But on the other hand consumer choice, public service information, and the encouragement of innovation and creativity are also ways in which marketing affects the social and environmental sphere, in ways that scholars are only beginning to fully investigate. The study of macromarketing, with its focus on how marketing and society inform each other, is increasingly seen as the fastest growing direction in marketing education.

This four-volume set takes on these questions from every angle, and to date is the only authoritative collection of the most important writing published in the field. It surveys the history of the discipline, before pushing the boundaries of macromarketing scholarship with work on contemporary topics such as Islamic marketing ethics, pharmaceutical marketing, the Fair Trade movement, and the role of marketing in the developing world. In addition, the broad intellectual interests of the international editorial board incorporate papers of cross-disciplinary influence that might not be on the radar of marketing academics.

Introduction: Macromarketing
StanleyJ.Shapiro, CliffordShultzII, MarkTadajewski

Any introductory overview or opening chapter is designed to set the stage for what is to follow. In this case, what will follow is a four volume set designed to provide readers with a focused appreciation of one important sub-discipline within academic marketing. Since macromarketing may be a topic with which some readers are unfamiliar, its nature, scope and evolution are first discussed. Next, the intellectual context within which the editors operated as they shaped this collection is discussed. That shaping involved first deciding how the collection could best be structured and then developing the guidelines that would be used in selecting, from among a far larger number of “short listed” possibilities, the articles actually chosen for inclusion. Mention is then ...

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