The Macromarketing Mosaic  

Oleh:

Nason, Robert W.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Macromarketing vol. 26 no. 2 (Aug. 2006), page 219-223.
Topik: macromarketing; marketing systems; consumption; sustainability; structure of knowledge
Fulltext: 219.pdf (71.88KB)

Isi artikel

After twenty-five years of Journal of Macromarketing publication and thirty years since the first Annual Macromarketing Theory Seminar, the question remains, can macromarketing make a difference? There are three forces that have limited macromarketing and need to be addressed if macromarketing is to have a meaningful future—the lack of independence from the captive power of managerial marketing, the expanding academic compartmentalization of knowledge, and the uncritical acceptance of the notion that market-driven consumption is sustainable in the future. As painful as it might be, macromarketing study needs to break the marginalizing bond with micromarketing, focus on the systems level, and reimpose a sustainable societal screen on the objective function of the field.

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