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The Macromarketing Mosaic

Macromarketing Society; Department of Marketing and Supply Chain Management at the Eli Broad Graduate School of Management at Michigan State University, East Lansing, MI 48824-1122; phone: (517) 355-2240; fax: (517) 432-1112; nason{at}msu.edu

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.

Key Words: macromarketing • marketing systems • consumption • sustainability • structure of knowledge

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