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Institutionalization of macromarketing

Institutionalization of macromarketing Purpose – The purpose of this paper is to explore the genesis of the first Macro‐Marketing Seminar and to review the institutionalization of macromarketing which resulted from it. Design/methodology/approach – The paper briefly reviews the history of macromarketing, the changes in society and marketing thought, and the seminal research which led to the first Macro‐Marketing Seminar. Findings – Early macromarketing research was supplanted by a managerial marketing focus in mid‐twentieth century while at the same time society was awakening to the interconnections between human behavior and a broad range of societal problems. The early marketing theory seminars provided a template for the first Macro‐Marketing Seminar. Originality/value – The paper explains the resurgence of macromarketing which from that first pivotal Macro‐Marketing Seminar has blossomed into a multifaceted and institutionalized area of study. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Institutionalization of macromarketing

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-750X
DOI
10.1108/17557501111132190
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to explore the genesis of the first Macro‐Marketing Seminar and to review the institutionalization of macromarketing which resulted from it. Design/methodology/approach – The paper briefly reviews the history of macromarketing, the changes in society and marketing thought, and the seminal research which led to the first Macro‐Marketing Seminar. Findings – Early macromarketing research was supplanted by a managerial marketing focus in mid‐twentieth century while at the same time society was awakening to the interconnections between human behavior and a broad range of societal problems. The early marketing theory seminars provided a template for the first Macro‐Marketing Seminar. Originality/value – The paper explains the resurgence of macromarketing which from that first pivotal Macro‐Marketing Seminar has blossomed into a multifaceted and institutionalized area of study.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: May 3, 2011

Keywords: Macro marketing; Professional associations; Seminars

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