Abstract
The future of macromarketing is in doubt should scholars not consider how our field's previous uniqueness has recently been co-opted by other marketing-oriented academic organizations. Proposed here is a new lens for macromarketing scholarship, one that is tightly focused on sustainable societal provisioning systems. Marketing systems literature, sociological research on provisioning systems and “doughnut economics” thinking collectively provide a contemporary basis for future research in macromarketing.
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