Journal of Macromarketing

 

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Journal of Macromarketing, Vol. 26, No. 2, 256-258 (2006)
DOI: 10.1177/0276146706291049

Books and Macromarketing

Roger Dickinson

University of Texas at Arlington, Arlington, Texas 76019; rogerd{at}uta.edu

This article offers some perspectives on the state of marketing and macromarketing education. Academics with a recognized interest in macromarketing were asked to designate books that were particularly helpful in enhancing their interest and understanding of macromarketing. The results are summarized. The book with the most mentions was Wroe Alderson's Marketing Behavior and Executive Action.

Key Words: important books • marketing history • leading academics in macromarketing • teaching macro-marketing • marketing education


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