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Journal of Macromarketing, Vol. 26, No. 2, 193-213 (2006)
DOI: 10.1177/0276146706294026
© 2006 SAGE Publications

Macromarketing: Past, Present, and Possible Future

Roger A. Layton

School of Marketing at the University of New South Wales in Sydney, Australia

Sanford Grossbart

University of Nebraska at Lincoln

In this article, we offer an overview of macromarketing from the mid–1960s to the present. Based on this overview, describe examples of the system elements that have been of interest in researching marketing systems (including those that relate to the environment and the components, attributes, and outcomes of marketing systems). Next, we consider where the field stands today and discuss twelve challenges in macromarketing that compose a possible scenario for future research. Finally, we note the scenarios links to intellectual and normative traditions in the field, its potential relevance for macromarketing scholarship, and its limitations.

Key Words: systems • competition • markets • ethics • justice • development • global • environment • quality of life • history

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