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The Social Consequences of Marketing: Macromarketing and Public Policy

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study of the social consequences of marketing actions, the understanding of the causal factors underlying those consequences, and the analysis of corrective strategy form a central thrust of macromarketing. The analysis of these consequences and the design of appropriate public policy is directly related to macromarketing analysis, while implementation goes beyond its scope. A simple classification of the social consequences of marketing is presented as a basis for elaborating causal factors and for exploring directions for public policy.

‘The Social Consequences of Marketing: Macromarketing and Public Policy’, RobertW.NasonJournal of Public Policy & Marketing, 8 (1989): 242–251. Published by the American Marketing Association. Reprinted with permission.

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