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Envisioning a Future for Macromarketing

Emory University's Goizueta Business School

The author reflects on the early years of macromarketing, the evolution of the field, and shares new visions for the discipline and the journal. Four developments already visible are believed to be important to future welfare. Macromarketers and macromarketing furthermore are encouraged to be more expansive and inclusive, engaging empirical research and studying topics that reach out to other academic disciplines and to practitioners.

Key Words: sustainable consumption • supply-demand equalization • shortages • provisioning technologies • meta-analysis

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