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Book part
Publication date: 27 June 2016

Mark Peterson and Matthew B. Lunde

This paper reviews recent developments in marketing-related sustainable business practices (SBP) that macromarketing scholars have researched and debated for four decades…

Abstract

Purpose

This paper reviews recent developments in marketing-related sustainable business practices (SBP) that macromarketing scholars have researched and debated for four decades. Such SBPs should be regarded as positive steps toward a future where business does more good than harm in society.

Methodology/approach

Using the approach of a literature review, this paper highlights the actions of entrepreneurs and firms to implement SBPs resulting from analysis of the interplay between markets, marketing and society. Such analysis is in the tradition of macromarketing scholarship.

Findings

The study identifies important developments about an important shift toward adopting SBPs among many firms, as well as among consumers − especially, in developed countries of the world.

Research implications

The study suggests that taking a macromarketing view offers scholars a broad lens on current complex marketplace phenomena that will prove effective in better understanding sustainability issues.

Practical implications

The results of the study underline the value of macromarketing scholarship through the last four decades. By being daring enough to consider other stakeholders other than marketers and owners of firms, macromarketers have provided scholars a more holistic understanding of business’ role in society.

Originality/value

Today, enlightened practitioners who utilize knowledge from macromarketing scholarship can gain a competitive advantage as they navigate markets increasingly influenced by a wider set of stakeholders. Such influential stakeholders include partner firms, employees, society and local communities, NGOs, media, government, as well as the environment and future generations. Scholars can gain perspective on the phenomena they investigate with such a macromarketing lens.

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Article
Publication date: 4 March 2014

Djavlonbek Kadirov

– The purpose of the article is to propose and develop a distinct perspective in Islamic marketing research through fusing the Islamic paradigm and the macromarketing theory.

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1473

Abstract

Purpose

The purpose of the article is to propose and develop a distinct perspective in Islamic marketing research through fusing the Islamic paradigm and the macromarketing theory.

Design/methodology/approach

This is a conceptual article that is based on intellectualising and reflecting on differences in understanding what marketing is and what role it plays in society.

Findings

The article reveals some commonality of purpose between the macromarketing discipline and Islamic macromarketing, while the latter field of inquiry offers a unique outlook to a number of domain-specific issues.

Research limitations/implications

The characterisation of Islamic macromarketing will open new avenues for future research and will make researchers more theoretically sensitive to ontological and epistemological assumptions that underlie marketing investigations. The limitation of the present discussion is that Islamic macromarketing may not have yet emerged as a separate discipline. Additionally, research on genuinely macromarketing issues in Islamic contexts is very sparse.

Practical implications

Muslim practitioners and managers are to realise that the means and ends of marketing are better understood if viewed from a broader perspective of marketing's impact and consequences on society. By adopting the Islamic macromarketing perspective, public, societal institutions, business stakeholders, and managers will find a better platform to cooperate on maximising the realisation of hasanah (excellence) for all.

Originality/value

This article contributes to the discipline by introducing and characterising a potentially new field of marketing inquiry.

Details

Journal of Islamic Marketing, vol. 5 no. 1
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 1 July 2006

Stanley J. Shapiro

To familiarize readers with the nature, scope and history of macromarketing and, more specifically, with the European contribution to macromarketing.

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2547

Abstract

Purpose

To familiarize readers with the nature, scope and history of macromarketing and, more specifically, with the European contribution to macromarketing.

Design/methodology/approach

The paper is based on a selective literature review and personal observation with a focus on the past, the present and the likely future of macromarketing.

Findings

The paper reports both on the limited degree of emphasis placed on macromarketing by marketing scholars and the reasons why macromarketing has not received more attention.

Originality/value

This paper provides a heretofore missing overview of the nature and scope of an important subdiscipline within academic marketing. The European contribution to macromarketing is discussed in considerable detail. Some personal views on the likely future development of this area are also offered.

Details

European Business Review, vol. 18 no. 4
Type: Research Article
ISSN: 0955-534X

Keywords

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Book part
Publication date: 17 September 2020

Dawn Iacobucci, Marcelo L. D. S. Gabriel, Matthew J. Schneider and Kavita Miadaira Hamza

This chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer…

Abstract

This chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer issues include their assessment of efficacy and the extent to which they are aware and sensitive to environmental issues. Numerous interventions and marketing appeals for modifying attitudes and behaviors have been tested and are reported. Consumers and business managers have both been queried regarding attitudes of recycling and waste. Firm-level phenomena are reflected, including how brand managers can signal their green efforts to their customers, whether doing so is beneficial, all in conjunction with macro pressures or constraints from industry or governmental agencies. This chapter closes with a reflection on the research.

Details

Continuing to Broaden the Marketing Concept
Type: Book
ISBN: 978-1-78754-824-4

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Article
Publication date: 12 June 2017

Noha M. El-Bassiouny, Jonathan A.J. Wilson and Suzan Esmat

The purpose of this paper is to present a new conceptualization of sustainability. The authors adopt a macromarketing perspective based on Islamic traditions while delving…

Abstract

Purpose

The purpose of this paper is to present a new conceptualization of sustainability. The authors adopt a macromarketing perspective based on Islamic traditions while delving into divine attributes (AsmaaAllah-ul-Husna) as an extension to the foundational principle of God-consciousness that lies at the heart of Islamic theology and jurisprudence.

Design/methodology/approach

This approach relies on identifying and extending the conceptual overlaps between the literature domains of sustainability, Islamic macromarketing and Islamic theology.

Findings

Through adopting an Islamic lens, the authors identify that relating to divinity empowers the Muslim faithful to mediate between the transient and transcendent, and to make judgments according to the attributes of their creator Allah (the Abrahamic monotheistic God).

Research limitations/implications

The paper adopts a conceptual approach that expands the concept of sustainability from an Islamic perspective to take on a holistic systems approach.

Practical implications

By making these links, the implications are fivefold: the imperative to strive for sustainable activities has greater resonance; the remit of sustainability is wider; the time horizon for accountability is extended; greater risk-tasking is encouraged; and, finally, sustainability is embedded and diffused throughout business activities – as opposed to being an upstream strategic objective.

Social implications

The merge in conceptualization between sustainability and Islamic macromarketing can prove relevant to scholars delving into the new realm of Islamic macromarketing, as well as to both Muslim and non-Muslim communities in their quest for sustainable development.

Originality/value

The paper is original in identifying an unprecedented perspective on sustainability, namely, “Islamic-macromarketing sustainability”, which warrants further future research related to the different stakeholders involved in the Islamic macromarketing system.

Details

Journal of Islamic Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 1759-0833

Keywords

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Article
Publication date: 3 May 2011

Robert W. Nason

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.

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594

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.

Details

Journal of Historical Research in Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 1755-750X

Keywords

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Article
Publication date: 26 June 2009

Stanley J. Shapiro and Clifford J. Shultz

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…

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1490

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

European Business Review, vol. 21 no. 4
Type: Research Article
ISSN: 0955-534X

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Book part
Publication date: 27 June 2016

Bipul Kumar and Nikhilesh Dholakia

To introduce macro-behavioral perspective for understanding pro-sustainability actions from the perspective of various stakeholders.

Abstract

Purpose

To introduce macro-behavioral perspective for understanding pro-sustainability actions from the perspective of various stakeholders.

Methodology/approach

Recent research on sustainability, behavior change, and environmentalism is reviewed to conceptualize a comprehensive macromarketing framework to spawn and diffuse pro-sustainability behaviors.

Findings

Provides a comprehensive macromarketing framework that not only explains the behavioral factors from firm’s perspective but also explains these factors from the perspective of various stakeholders who are part of the entire value chain.

Research limitations/implications

The paper adds to the literature on pro-sustainability behaviors by providing a research framework from macro-marketing point of view.

Practical implications

As practical insight, the paper provides some important guidance in terms of better understanding on firm-specific and individual-specific actions which may help in progressing toward sustainability.

Originality/value

The paper integrates past observations on behavioral aspect of sustainability and develops an important framework to understand pro-sustainability actions.

Details

Marketing in and for a Sustainable Society
Type: Book
ISBN: 978-1-78635-282-8

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Article
Publication date: 26 April 2013

Stanley J. Shapiro

This paper was written to put “on record” what, in retrospect, appear to the author to be the most significant aspects of his academic career, one that spans more than…

Abstract

Purpose

This paper was written to put “on record” what, in retrospect, appear to the author to be the most significant aspects of his academic career, one that spans more than half a century.

Design/methodology/approach

The author begins by discussing his Wharton School experience (1957‐1964) and then traces how his activities and experiences at that time laid the groundwork for a number of career long themes (academic administration, pedagogy, and quasi‐governmental consulting) and academic interests (macromarketing, marketing history).

Findings

The author's Wharton School experiences and, more specifically, his contacts with Wroe Alderson and David D. Monieson did indeed shape his subsequent career.

Originality/value

This paper calls attention to certain events and research efforts that might otherwise be forgotten. It also serves as an example of one approach others might follow in preparing their own career retrospectives.

Details

Journal of Historical Research in Marketing, vol. 5 no. 2
Type: Research Article
ISSN: 1755-750X

Keywords

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Article
Publication date: 7 June 2019

Shelby D. Hunt

The purpose of this paper is to provide a retrospection on the importance, origins and development of the research programs in the author’s career.

Abstract

Purpose

The purpose of this paper is to provide a retrospection on the importance, origins and development of the research programs in the author’s career.

Design/methodology/approach

The study uses an autobiographical approach.

Findings

Most of the articles, research monographs and books that constitute this research and publishing efforts can be categorized into seven distinct, but related, research programs: channels of distribution; marketing theory; marketing’s philosophy debates; macromarketing and ethics; relationship marketing; resource-advantage theory; and marketing management and strategy. The value system that has guided these research programs has been shaped by specific events that took place in the author’s formative years. This essay chronicles these events and the origins and development of the seven research programs.

Originality/value

Chronicling the importance, origins and development of the seven research programs will hopefully motivate and assist other scholars in developing their own research programs.

Details

Journal of Historical Research in Marketing, vol. 11 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

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