Marketing and Development: Macromarketing Perspectives

Introduction The objective of this article is to review and evaluate the contributions of marketing to economic and social development, based on conceptual, theoretical, and empirical scholarship that, for the most part, has been conducted from a macromarketing point of view. Such a perspective attends primarily to relationships between markets and marketing activities and their economic, social, political, and ecological environments. We update previous reviews such as those undertaken by Wood and Vitell (1986) and Savitt (1988) and extend the database of the recently published Willkie and Moore study (1999) to emphasize less developed and transitional economies. The relationship between marketing and development is necessarily bidirectional. Interactions – reactions and feedbacks – more or less continuously affect structures and processes on both sides of the action. Marketing is affected by its environment, as is well known. The character of and outcomes from marketing activities also leave a mark on the economic, social, political, and ecological systems in which they occur. That mark may prompt changes in such environmental features as public policy and investment, income and buying behavior, and resource availability. Thus, the concept of development includes expanding economic opportunities and outcomes in, e.g., domestic and/or export market expansion, employment…

Marketing and Development: Macromarketing Perspectives’, ThomasA.Klein and RobertD.NasonPaulBloom and GregoryGundlach (eds), Handbook of Marketing and Society (Thousand Oaks CA: Sage Publications, 2001), pp. 263–297. Published by Sage Publications. Reprinted with permission.
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