This Article Abstract Free Full Text (Free PDF) Free Alert me when this article is cited Alert me if a correction is posted Citation Map 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 Peterson, M. Search for Related Content Social Bookmarking                   What's this?

Focusing the Future of Macromarketing

University 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

References

• Barnett, Thomas P. M. 2004. The Pentagon's new map: War and peace in the twenty-first century. New York: G. P. Putnam.
• Brown, Stephen. 2001. Marketing—The retro revolution. Thousand Oaks, CA: Sage.
• Fisk, George. 1981. An invitation to participate in affairs of the Journal of Macromarketing. Journal of Macromarketing 1 (1): 3-6.[Abstract]
• Fisk, George. 2001. Reflections of George Fisk: Honorary Chair of the 2001 Macromarketing Conference. Journal of Macromarketing 21 (2): 121-121.[Free Full Text]
• Fisk, George. 2005. History of macromarketing panel. 30th Annual Macromarketing Conference, St. Petersburg, FL, May 29.
• Hilsenrath, Jon E. 2005. MIT's Acemoglu wins a top medal in economics. Wall Street Journal, April 25, A2-A2.
• HM Government. 2005. Securing the future: Delivering UK sustainable development strategy. Secretary of State for Environment, Food and Rural Affairs. http://www.sustainable-development.gov.uk/publications/uk-strategy/uk-strategy-2005.htm.
• Hunt, Shelby. 1981. Macromarketing as a multidimensional concept. Journal of Macromarketing 1 (1): 7-8.[Abstract]
• Kilbourne, William. 2005. Thought and comment on future scenarios for macromarketing. Panel presentation at the 30th Annual Macromarketing Conference, May 30, St. Petersburg, FL.
• Klein, Thomas A. 2004. The nature and scope of macromarketing. Presentation to a joint session of the Academy of Marketing Science Conference and the Macromarketing Conference, May 29, Vancouver, Canada.
• Klein, Thomas A. 2005. History of macromarketing panel. 30th Annual Macromarketing Conference, St. Petersburg, FL.
• Nason, Robert W., and Phillip D. White. 1981. The visions of Charles C. Slater: Social consequences of marketing. Journal of Macromarketing 1 (2): 4-18.[Abstract]
• Redmond, William. 2005. Intrusive promotion as market failure: How should society impact marketing? Journal of Macromarketing 25 (1): 12-21.[Abstract]
• Ritzer, George, Douglas Goodman, and Wendy Wiedenhoft. 2001. Theories of consumption. In Handbook of social theory, edited by George Ritzer and Barry Smart, 410-427. Thousand Oaks, CA: Sage.
• Shultz, Clifford J., II, Don R. Rahtz, and Mark Speece. 2004. Globalization, transformation, and quality of life: Reflections on ICMD-8 and participative marketing and development. Journal of Macromarketing 24 (2): 168-172.[Abstract]
• Slater, Charles C., Dorothy G. Jenkins, Lazio A. Pook, and Lee D. Dahringer. 1969. Market processes in the Recife area of Northeast Brazil. East Lansing: Latin American Studies Center, Michigan State University.
• Wilk, Richard. 2000. Being transdisciplinary. http://dizzy.library.arizona.edu/ej/jpe/transcdisciplinarity.htm.
• Wilkie, William, and Elizabeth S. Moore. 2003. Scholarly research in marketing: Exploring the "4 eras" of thought development. Journal of Public Policy & Marketing 22 (2): 116-146.[CrossRef]

CiteULike

Connotea

Del.icio.us

Digg

Reddit

Technorati

This article has been cited by other articles:

				R. A. Layton The Search for a Dominant Logic: A Macromarketing Perspective Journal of Macromarketing, September 1, 2008; 28(3): 215 - 227. [Abstract] [PDF]

				E. de Coverly, P. McDonagh, L. O'Malley, and M. Patterson Hidden Mountain: The Social Avoidance of Waste Journal of Macromarketing, September 1, 2008; 28(3): 289 - 303. [Abstract] [PDF]

This Article Abstract Free Full Text (Free PDF) Free Alert me when this article is cited Alert me if a correction is posted Citation Map 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 Peterson, M. Search for Related Content Social Bookmarking                   What's this?