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DOI: 10.1177/0276146706290921 Macromarketing as Agorology: Macromarketing Theory and the Study of the AgoraDepartment of Marketing at Clemson University, Clemson, SC 29634-1325; phone: (864) 656-5293; fax: (864) 656-0138; jmittel{at}clemson.edu
Department of Marketing at Clemson University, Clemson, SC 29634-1325; phone: (864) 656-5296; fax: (864) 656-0138; kilbour{at}clemson.edu
Twenty-five years of conceptual and empirical research in macromarketing can be synthesized in three fundamental, complementary principles: that markets are systems, that markets are heterogeneous, and the actions of market participants have consequences far beyond the boundaries of firms. Together, these principal findings form the foundation of a theory of macromarketing. The authors argue that macro-marketing, in contrast to micromarketing and microeconomics, is uniquely positioned to address many market-related questions of the coming century.
Key Words: marketing theory • externalities • markets • systems • agorology
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