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This study aims to introduce the term, concept, mission and practice of macroservicing to recognize the ascent and obligations of Homo Servicus and to broaden and reinvigorate the service discipline. The author shares a framework for constructive engagement via macroservicing; services provisioning throughout ecosystems, particularly marketing systems, to eliminate or mitigate social traps, to reduce disenfranchisement and suffering and to enhance well-being in the system and stakeholders of the system, which ultimately includes everyone.

Synthesis of literature was drawn from several disciplines, including macromarketing and social psychology, and relevant streams of research to make key points about existential threats from social traps, and their resolution via macroservicing.

Complex social traps and systemic challenges – e.g., war, poverty, environmental degradation – require systemic services-marketing solutions by catalytic institutions in ways that engage vulnerable people and address needs of stakeholders, locally, regionally and globally.

Further study of socioeconomic/market phenomena and a framework that must be understood and can be studied empirically to design, coordinate and deliver appropriate services throughout ecosystems.

Businesses, governments, non-governmental organizations (NGOs) and citizen-consumers can use the framework and related text to inform and to guide collaboration and decision-making vis-à-vis services reach and efficacy throughout their communities, states, regions or alliances.

The commentary offers fresh perspectives and insights; an adaptive, practical framework for systemic analysis and humane problem resolution to enhance individual quality of life, community eudaimonia and planet well-being. Emphasis is placed on the inclusion of under-served or disenfranchised consumers in marketing system(s) and solutions that emerge from macroservicing to facilitate access and inclusive services provisioning.

The purpose of this paper is to familiarize readers with the nature and scope of the current global economic crisis, its implications for economic development, and what macromarketing can contribute both to better understanding and solutions.

The paper is a controversies‐based examination, including a selective, multi‐disciplinary literature review and personal observation with a focus on the past, the present and the likely future of economic development.

The paper reports on global trends in economic development, shares prognoses, and suggests the importance of macromarketing perspectives and practices to advance individual and societal well being.

This paper provides a fresh, multi‐disciplinary perspective on controversies vis‐à‐vis economic development, while reflecting on past perspectives and new directions for individual and societal well being. The prospects for economic development in light of the global economic crisis and macromarketing orientations are discussed in considerable detail. Some personal views on the likely future of development are also offered.

Observes that variances in standards for and interpretations of intellectual property rights (IPR) around the globe remain one of the great challenges for marketers and stakeholders of the marketing paradigm. Attempts to distil the issues surrounding IPR and its protection, and to examine the phenomenon of IPR violations within a framework of social dilemmas. In so doing, describes and provides examples for some of the problems associated with IPR violations. Contends that much work is still to be done, if it is hoped to implement a global system for IPR protection that serves the best long‐term interests for the largest number of society’s stakeholders. Concludes with opportunities for further research.

This study aims to provide international pasta marketers with a better understanding of how consumers perceive product value, which enables them to create and deliver value. The effects of COO, price, and content on purchase intentions are assessed.

Data were collected via the survey method in Romania and Greece. Using a random utility discrete choice model, the authors test five hypotheses.

Overall, Romanian and Greek individuals are less likely to buy US pasta; nevertheless, the likelihood that US or Italian pasta is purchased increases when this product is made from durum wheat versus soft wheat. Differences in purchase intentions due to age, gender, education, income, and nationality are also found.

The results have important implications for international pasta marketers, as it helps them to better understand the perceived pasta value and to position this product effectively in Greek and Romanian markets. Future studies should examine wider pasta market segmentation in the Balkans.

This study contributes to the value literature by providing a framework of perceived value of foreign food products. Also, addressing concerns expressed in the literature, this study examines the COO effects on purchase intentions in a multi-cue context, focusing on low-involvement food products such as pasta. Because individual preferences for COO vary widely, the need for empirical evidence to complement theory is critical, and this is the first study with regard to Greek and Romanian consumers' intentions to buy foreign pasta.

Examines factors that predict the successful sale of financial services to affluent investors. Reports on a study in which data were collected using a new set of scales that measure traits, selling strategies, and compliance‐gaining tactics. Results suggest that these tactics, called “infotainment”, are used by effective relationship managers to sell the services of financial service institutions to various, geographically diverse, affluent investors – a population that has received little attention in the selling, sales management, and bank marketing literature. Suggests that the study makes a contribution, because of the size and representativeness of this unique sample, and its recognition and assessment of some of the critical factors that affect the selling process. It also determines several significant and meaningful relationships. Discusses practical applications and future opportunities for research.

Attempts to contribute to the growing literature on postmodernism and marketing by addressing the changes in the market and the corresponding changes that have to take place in marketing strategies. Assesses the implications of postmodernism for marketing managers and other marketing practitioners, and proposes the marketing strategies that are needed to respond to the changes in the market with the growing influence of postmodernity. Discusses directions for future research.