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

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.

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.

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.

The purpose of this paper is to examine the history of the Conferences on Historical Analysis & Research in Marketing (CHARM) from their inception in 1983 through 2007 focusing on the influence of Stanley C. Hollander, who co‐founded the CHARM conference and whose drive and determination fueled its growth for the first 20 years.

This study uses traditional historical narrative based on personal interviews, archival research, and content analysis of CHARM Proceedings.

The history of CHARM is described and Hollander's role in developing the conference is highlighted.

There is no written history of CHARM. This story is a major part of Hollander's legacy.

The purpose of this paper is to stimulate historical thinking in dealing with problems of marketing thought, by explaining the advantages of studying the history of a discipline's ideas; examining what has been included in prior histories; and evaluating the completeness of coverage in Tadajewski and Jones' (2008) The History of Marketing Thought.

This paper presents a comparative analysis based upon prior histories of marketing thought.

For teaching, with modest supplementation, The History of Marketing Thought provides a full appreciation of the intellectual heritage of marketing. For research purposes, The History of Marketing Thought does reasonably well in organizing concepts and theories into schools of marketing thought but less well in showing how these ideas can be organized across the readings to produce new knowledge.

There were some important omissions in the collection. Marketing's leading thinker was largely neglected and many significant problems for marketing thought are overlooked. There was no discussion of methodological issues and minimal editorial commentary connected the parts and sections to provide a research thrust to the work. Consequently, it is recommended that another volume or two be added to this set.

The educational value of this work is in transmitting the knowledge base of the discipline from one generation of marketing scholars to the next. It is only after the ideas developed by earlier marketing thinkers are fully understood that innovative theories can be constructed and new knowledge created.

The Legends in Marketing series presents compilations of the seminal works of marketing scholars who have made significant contributions to the discipline of marketing. This review discusses the structure and contents of the volumes that comprise Legends in Marketing: Shelby D. Hunt (Sage, forthcoming).

Perceived consumer risk is explored in relation to online (Internet) purchasing using a cross‐national sample (N=562) from the United States, Canada and U.K. Objectives of the study are to determine if experience in online purchasing reduces perceived risk, if perceived risk varies across product/service categories and if certain types of risk are more important in purchasing certain products/services. Lastly, does national culture affect perceptions of risk? Results are discussed and suggestions are offered to managers on how to reduce perceived risk, thus increasing online purchasing in the three countries examined.