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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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This Article Abstract Free Full Text (Free PDF) Free Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Google Scholar Articles by Fisk, G. Search for Related Content Social Bookmarking                   What's this?