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Develops an approach to the discipline of macro‐marketing as a means for discussion. Approaches the task of agenda by considering: scope and domain of macro‐marketing; classification of research issues at a general level; and major macro‐marketing issues facing different groups in various developed and underdeveloped countries. Concludes that the promise of macro‐marketing as an emergent field is a function of the research directions this field takes; suggests, further, that these directions are a product of social processes and therefore not a matter of prescription or infallible predictions.

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.

This monograph progresses from a consideration of definitional issues to the development of a conceptual model for marketing‐logistics interaction and finally to a discussion of the issues of implementation of the model within the context of marketing strategy. Thus, following an introduction, Part II begins with definition of the field and examines the position of physical distribution in relation to marketing. Part III discusses the relationship of physical distribution and macro‐marketing, and is thus concerned about the social, aggregative goals of logistics systems, including the costs of distribution. Part IV continues this argument, examining specifically the influence of physical distribution on channel structure. Part V then focuses on the assumptions underlying the customer service function, asking how physical distribution can influence final demand in the market place. Part VI presents a conceptual model of marketing‐logistics demand stimulation. The operational issues concerned with its implementation are shown in Part VII; and a summary of the relevant points is presented in Part VIII. The concern has been not with presenting either new computational models nor empirical data but with presenting a new perspective on the marketing‐logistics interface. There is a need to reduce the barriers between these fields and to present more useful ways for co‐operation.

This paper aims to propose a new country-level construct, national customer orientation, to provide a benchmark for global headquartered managers’ decisions and scholars investigating cross-national research.

A conceptual framework and unique propositions are developed that focus on how one macro-economic driver, e.g. the wealth of a country, and one macro-marketing driver, e.g. customer price sensitivity, affect national customer orientation during and after global economic downturns such as recessions and a pandemic.

An agenda setting section proposes distinct theoretical, empirical and managerial themes for future research aimed at testing the propositions at the country and organization levels over time.

Although the new construct offers substantial benefits for scholars and managers, current measures of national customer orientation are limited to data provided by the World Economic Forum or expensive primary survey-based research that restrict the number of countries, respondents and time periods.

The new national-level customer orientation construct and propositions about its drivers over time promise to provide global managers a country-level customer-based benchmark so that they can better understand, set expectations and manage customer orientation across different countries over time.

Research on market and customer orientation is consistently designated a priority by academics and practitioners. However, most previous studies exclusively focus at the micro organizational-level, with less known on how customer orientation varies at the macro country-level and over time.

The purpose of this paper is to better define the contribution of entrepreneurship to the advancement of marketing thought.

The paper is a literature review that uses examples from the literature to propose new research directions.

The paper proposes research opportunities, and concludes that the contributions of entrepreneurship to normative macro‐marketing are largely absent.

The marketing/entrepreneurship interface continues to be a connection that is difficult to define. Yet, it is an area with rich research potential, and it is critical that marketing embraces these opportunities to strengthen its strategic focus as a discipline.

The paper integrates literature from a variety of perspectives from marketing and related fields, and maps the marketing/entrepreneurship interface on Hunt's classification schema.

India has undergone dramatic changes since the economic liberalization of 1992. This study aims to provide an historical analysis to determine if consumer attitudes towards marketing practices and consumerism in India have changed measurably from 1990 to 2009.

To measure consumer attitudes towards marketing and consumerism, an established research instrument was administered with 39 Likert scaled items measuring seven dimensions. Two samples were compared: 1990 vs 2009.

The paper finds that 22 items exhibited significant differences. The mindset of Indians has evolved over the last two decades. Many of the changes were positive. However, the study does not provide a completely clean “bill of health” to the business community.

This paper used an urban sample; a rural sample would also be useful. Future research could examine other emerging economies such as Brazil, China, and Vietnam.

The Indian marketplace is operating in a much more open and uncontrolled way since liberalization. Businesses must heed some of the results of this study and continue to pursue practices that consumers see as fair and as transparent. The authors encourage the Indian business community to remain vigilant about the issues addressed in this paper.

These consumer perceptions could be used for decision making by consumer welfare advocates and public policy makers. The lack of improvements in deficient areas may represent possible problems for business in the future. Firms must be concerned about their social responsibility regarding consumerism issues.

The paper offers a longitudinal view of India's consumerism movement. No other research has examined one of the BRICs in this context as this paper has done. Since India is now in the limelight, this research has contemporary value. The paper also provides a very good commentary on the changes in India's consumer markets. The paper has value to marketing managers and public policy advocates.

The trend towards “supermarket” financial services will lead to a greater degree of specialisation on the part of the different financial institutions in terms of function or client base, resulting in the consumer being offered a greater variety of choice, from no frills, low‐cost core products to full service augmented products. Ability to survive within the trend will rest on adapting creatively to the environment; sectors made up of smaller organisations have greater flexibility but this can only be used to advantage if sensitive to the market's changing nature. Financial institutions will become more marketing oriented in seeking to attract customers and differentiate services.

Initiates a reopening of Shelby Hunt's award‐winning article model addressing the nature and scope of marketing even though thought of as provocative and influential. Discusses, first, the three dichotomies model, second the theoretical status and then, third, the three proposed dimensions and categories used are examined. Further explores Hunt's conceptual, adequacy and dimensions of his model and gives explanations and theories within. Concludes that this is a comprehensive review of the model and that it is hard to avoid being impressed by Hunt's timely and rigorous scholarly contribution, and that its strength is usefulness rather than truthfulness, because of its strong stands on important issues.

Prior research acknowledges the lack of theorizing of markets within marketing. This paper aims to capture the emerging themes linked to different conceptualizations of the market and provide a language system for theorizing the market.

The paper conducts a bibliometric analysis of 177 articles and 22 keywords and adopts Mele et al.’s (2015) market conceptualization to interpret the results.

The bibliometric analysis detects five thematic clusters: market driving, market exchange, market shaping, market practices and macro-marketing. Based on their degrees of relevance and development, these are arranged into two groups. The analysis of these two language systems shows a shift toward a more comprehensive conversation on how the market is conceptualized. The authors synthesize this shift under the expression “from market driving to market shaping.”

The comparison of the two language systems allows the argument that market is a complex concept and that to understand it necessitates a rich set of terms.

The different ways of conceptualizing the market mean that managers face a choice when analyzing their market situations (what language system to use). This choice will be consequential for their subsequent actions.

This paper contributes to the identification of two rival language systems and narratives: market driving and market shaping.

Introduction Everyone agrees that increasing levels of economic development is good, but hardly anyone agrees on how to achieve it. Theorists cannot even agree on what constitutes economic development; each writer on economic development uses his own measure or measures of development. Many of these measures represent attempts to assess levels of production and/or consumption in the economies studied. Thus, it would seem that the achievement of higher levels of production and consumption is a common goal of economic development theorists. The production‐consumption thesis is an accepted tenet in economic development planning. Unfortunately, most of the production‐consumption theories and planners have focused their attention entirely on developing the productive capacity end of the equation, under the assumption that increases in consumption will automatically follow increases in production. (See Figure I for an illustration of this dichotomy between theory and policy.)