Macromarketing

The term "macromarketing" was first used in 1962 by Robert Bartels in The Development of Marketing Thought, in which he "forecast future marketing developments, such as increasing conceptualization, more comparative study, more interdisciplinary research, and a 'new concept of macro-marketing'". Fifteen years later, he and Jenkins published their seminal 1977 article in the Journal of Marketing, where they wrote: Macromarketing has meant the marketing process in its entirety, and the aggregate mechanism of institutions performing it. It has meant systems and groups of micro institutions, such as channels, conglomerates, industries, and associations, in contrast to their individual component units. More recently, it has meant the social context of micromarketing, its role in the national economy, and its application to the marketing of noneconomic goods. The article won the Journal of Marketing's Harold H. Maynard Award for its "contribution to marketing thought and theory". Hunt (1981) defines macromarketing as “the study of (1) marketing systems, (2) the impact and consequences of marketing systems on society, and (3) the impact and consequences of society on marketing systems” (p. 7). The Macromarketing Society, "an international group of scholars" that studies "matters related to the varied interactions among markets, marketing, and society", was founded in the 1970s. In 1976, Charles Slater organized the first Macro-Marketing Seminar at the University of Colorado at Boulder, which was followed by subsequent seminars from 1977 to 1979. In 1978, the Macro-Marketing Editorial Advisory Board was formed to come up with a policy for the Journal of Macromarketing. On August 9, 1979, the Advisory Board met again in Boulder, Colorado, and the Macromarketing Society came to be. == Marketing Systems Research ==

The focus on marketing systems is a distinguishing aspect of macromarketing. The theoretical contribution of prof. Roger Layton in this area of research cannot be underestimated. Layton proposed MAS (mechanism, action, structure) theory of marketing systems. The MSPG (marketing systems as a public good) theory extends this research. ==The Macromarketing Society ==

The Macromarketing Society has held an Annual Macromarketing Conference since 1976 and has published the quarterly Journal of Macromarketing since 1981. It also liaises with organizations, governments, universities, and nonprofits that share an interest in macromarketing. The Society is based on five pillars that "deeply matter" and affect everyone around the world: • Markets, marketing, and society are part of a global network that determines human welfare, the economy, politics, and environment • Market are especially influential; free markets are very advantageous but regulation is oftentimes necessary to uphold values like justice and sustainability • Marketing as a discipline plays a key societal role by facilitating exchange and co-creating value • The overarching macromarketing system shapes quality of life, well-being, environmental sustainability, and societal flourishing • Political ideologies, normative ethics, technology, geography, and culture are embedded in every level of marketing ==References==