To read the full version of this content please select one of the options below:

Institutionalization of macromarketing

Robert W. Nason (Broad College of Business, Michigan State University, East Lansing, Michigan, USA)

Journal of Historical Research in Marketing

ISSN: 1755-750X

Article publication date: 3 May 2011

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.

Keywords

Citation

Nason, R.W. (2011), "Institutionalization of macromarketing", Journal of Historical Research in Marketing, Vol. 3 No. 2, pp. 261-268. https://doi.org/10.1108/17557501111132190

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited