Macromarketing

Macromarketing addresses big/important issues at the nexus of marketing and society. The principal scholarly outlet for macromarketing research is the Journal of Macromarketing. In a more interconnected world of markets, marketers, and their stakeholders, macromarketing is an important mechanism to study both opportunities and shortcomings of marketing, and both its intended positive effects and unintended deleterious effects. Macromarketing therefore includes an optimistic perspective; it seeks functional mechanisms to enhance marketing processes and systems, to the benefit of the largest number of stakeholders, the world over. The following text borrows heavily from Shultz (2007a; 2007b).