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DOI: 10.1177/0276146706291047 Focusing the Future of MacromarketingUniversity of Texas at Arlington The future of macromarketing could be a bright one if the macromarketing community seizes the current opportunity to distinctively define macromarketing as a transdiscipline focused on societal development of all countries. As trans-disciplinary scholars, macromarketers would be versed in the paradigmatic assumptions of two or more fields with the goal of making a more fundamental contribution to core disciplines and the boundaries that separate them. Doing transdisciplinary work calls scholars to see "the whole picture" and to holistically understand the ways many disciplines interconnect when one considers macro issues facing not only individual societies but the planet as well. Some examples of such macro issues that cut across disciplines would include globalization, environmental stewardship, and consumer sovereignty.
Key Words: societal development • transdiscipline • marketing and society • sustainable development
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