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Macromarketing is an interdisciplinary field that studies marketing as a provisioning technology of society. It focuses on marketing-society interactions including such topics as marketing systems, aggregate consumer behavior, market regulation, social responsibility, justice and ethics in markets, and sustainable marketing. By comparison, "micromarketing" deals with how firms decide what to make, how to market it, and how much to price it.[1] Some of key topics include the tragedy of the commons, subliminal advertising, market symbolism[2] and environmental sustainability. The notion of "marketing systems" is at the heart of macromarketing thought.[3][4]
Macromarketing may be a fairly recent term, but the ideas and interests that it comprises have existed as long as human history. For example, History of the Peloponnesian War by Thucydides, Magna Carta, and The Travels of Marco Polo are works that embody macromarketing themes. Macromarketing practice moreover is perhaps as old as society itself. Societies emerged for the welfare of the group; the need for specialization and then exchanges of items produced by specialists surely was evident early on. Greater specialization and support for it begat trade, and eventually markets—which linked many systems in any given society, from production to consumption—were an efficient mechanism to sustain a society, which, fundamentally is a series of institutions and systems agreed upon by the members of the group. For example, even ancient markets like the agora in Athens or a bazaar in Mesopotamia would have been built on systemic organization and coordination, bringing people together.[5]
Modern macromarketing literature on contemporary society may discuss topics like subliminal advertising, environmentally friendly packaging, and transgender consumers.[citation needed] Articles in the Journal of Macromarketing were about marketing ethics,[6] how American muslims use social media to connect with verified halal markets,[7] destination marketing and place branding in gastronomy,[8] and how U.S. nonprofits are addressing the "wicked problem" of gun violence through macro-social marketing.[9]
Macromarketing models are normative constructs, and the discipline that reflects society's value judgments and takes a stance on "how the general marketing process should be conducted in the best interests of society".[10] Some scholars argued that "improving our knowledge of marketing" was a sort of "social process of resource mobilization that, among other things, focuses on an understanding of processes of social learning, adoption, and innovation".[11] In fact, some scholars worried that it was falling out of the spotlight, perhaps because the field was seen as "the conscience of marketing practice", which was less appealing in an academia that values "objectivity and scientific enquiry".[12] macromarketing focused on
Components of marketing thought[10]
Data
Theory
Normative models
Implementation
Micromarketing
Data of the firm
Theory of the firm
Plans for the firm (e.g., pro forma budgets)
Firm management, administration, control
Macromarketing
Overall data of the marketing system
Marketing theory
Social values, goals, programs
Public regulation, assistance, programs
^Mello, James (10 September 2014). "Micro Marketing VS Macro Marketing – Understanding the Differences". Product2Market. Retrieved 8 February 2018.
^Kadirov, Djavlonbek; Varey, Richard J. (2011). "Symbolism in Marketing Systems". Journal of Macromarketing. 31 (2): 160–171. doi:10.1177/0276146710393519. ISSN 0276-1467. S2CID 145811104.
^Layton, Roger A. (2007). "Marketing Systems—A Core Macromarketing Concept". Journal of Macromarketing. 27 (3): 227–242. doi:10.1177/0276146707302836. ISSN 0276-1467. S2CID 154423994.
^Kadirov, Djavlonbek (2018). "Towards a Theory of Marketing Systems as the Public Good". Journal of Macromarketing. 38 (3): 278–297. doi:10.1177/0276146718767949. ISSN 0276-1467. S2CID 158895599.
^John McMillan (2002). Reinventing the Bazaar: A Natural History of Markets. New York: W.W. Norton & Company. ISBN 978-0-393-05021-9.
^Shelby D. Hunt (June 1986). Scott Vitell (ed.). "A General Theory of Marketing Ethics" (PDF). Journal of Macromarketing. 6 (1): 5–16. doi:10.1177/027614678600600103. S2CID 145661843.
^Yusniza Kamarulzaman; Ann Veeck; Alhassan G. Mumuni; Mushtaq Luqmani; Zahir A. Quraeshi (December 2016). "Religion, Markets, and Digital Media: Seeking Halal Food in the U.S.". Journal of Macromarketing. 36 (3): 400–411. doi:10.1177/0276146715622243. S2CID 73628280.
^Søren Askegaard; Dannie Kjeldgaard (June 2007). "Here, There, and Everywhere: Place Branding and Gastronomical Globalization in a Macromarketing Perspective". Journal of Macromarketing. 27 (2): 138–147. doi:10.1177/0276146707300068. S2CID 145075180.
^Aimee Dinnin Huff; Michelle Barnhart; Brandon McAlexander; Jim McAlexander (December 2017). "Addressing the Wicked Problem of American Gun Violence: Consumer Interest Groups as Macro-social Marketers". Journal of Macromarketing. 37 (4): 393–408. doi:10.1177/0276146717715744.
^ abCite error: The named reference bartels was invoked but never defined (see the help page).
^Robert V. Kozinets; Andrea Hemetsberger; Hope Jensen Schau (December 2008). "The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing". Journal of Macromarketing. 28 (4): 339–354. doi:10.1177/0276146708325382. S2CID 145749179.
^Roger A. Layton; Sanford Grossbart (December 2006). "Macromarketing: Past, Present, and Possible Future". Journal of Macromarketing. 26 (2): 193–213. doi:10.1177/0276146706294026. S2CID 145298814.
sustainability. The notion of "marketing systems" is at the heart of macromarketing thought. Macromarketing may be a fairly recent term, but the ideas and interests...
The Journal of Macromarketing is a peer-reviewed academic journal that publishes papers in the field of business. The journal's editor is Mark Peterson...
consumption and the quality of life: A macromarketing challenge to the dominant social paradigm. Journal of Macromarketing, 17 (4), 4-23. Varman, R. & Costa...
48–57; Wilkie, W.L. and Moore, E.S., "Macromarketing as a Pillar of Marketing Thought", Journal of Macromarketing, Vol. 26 No. 2, December 2006, pp. 224–32...
customer-focused to provide the best experience to the customer. Islamic macromarketing focuses on reformed marketing systems whose mechanisms are based on...
ISBN 9780781787468. "Historical Research in the Journal of Macromarketing, 1981-2005". Journal of Macromarketing. 2006; 26: 178-192. "Introduction to the Special...
Macromarketing, Vol, 30, no. 3, 2010, pp. 210–21 Eckhardt, G.M. and Bengtsson. A. "A Brief History of Branding in China", Journal of Macromarketing,...
chrematistics in marketing systems, researchers can employ the following macromarketing research methodology proposed by Kadirov et al. (2016): frame a marketing...
be neatly defined within the categories. Enterprise planning systems Macromarketing SWOT analysis (strengths, weaknesses, opportunities, threats), a method...
November 2009). "A Brief History of Branding in China". Journal of Macromarketing. 30 (3): 210–221. doi:10.1177/0276146709352219. S2CID 154558621. Twede...
48-57 Wilkie, W.L. and Moore, E.S., "Macromarketing as a Pillar of Marketing Thought," Journal of Macromarketing, Vol. 26 No. 2, December 2006, pp 224-232...
Statements in North America during the Progressive Era". Journal of Macromarketing. 20 (1): 23–35. doi:10.1177/0276146700201003. "Code of the District...
Varangian-Rus warrior-merchants and the origin of the Russian state. Journal of Macromarketing, 18(1), pp. 50–61. Adelson, H.L., 1960. Early medieval trade routes...
Barriers, and Remedies for Mobilization of Slow Fashion". Journal of Macromarketing. doi:10.1177/0276146714535932. S2CID 154555245. Jung, Sojin; Jin, Byoungho...
Macromarketing, Vol, 30, no. 3, 2010, pp. 210–21 Eckhardt, G.M. and Bengtsson. A. "A Brief History of Branding in China", Journal of Macromarketing,...
An Historical Analysis of Their Causes and Consequences". Journal of Macromarketing. 30 (3): 270–286. doi:10.1177/0276146710372222. hdl:11244/25089.[2]...
History of the Gay Market Segment in the United States". Journal of Macromarketing. 22 (1): 86–97. doi:10.1177/027467022001008. ISSN 0276-1467. S2CID 145800621...
Emerging Directions, and the Promise of Rawlsian Analysis.” Journal of Macromarketing 28(1):5–11. Maiese, Michelle. [2003] 2013. "The Notion of Fair Distribution...
Anders (2009). "A Brief History of Branding in China". Journal of Macromarketing. 30 (3): 210–221. doi:10.1177/0276146709352219. S2CID 154558621. Zonggghuo...
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