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

Publication date: 3 May 2011



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.


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.


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.


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.



Nason, R. (2011), "Institutionalization of macromarketing", Journal of Historical Research in Marketing, Vol. 3 No. 2, pp. 261-268.

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Copyright © 2011, Emerald Group Publishing Limited

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