Abstract
PurposeThe 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/approachThe 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.FindingsEarly 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/valueThe paper explains the resurgence of macromarketing which from that first pivotal Macro‐Marketing Seminar has blossomed into a multifaceted and institutionalized area of study.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
