Macromarketing: origins, development, current status and possible future direction

摘要: Purpose – To familiarize readers with the nature, scope and history of macromarketing and, more specifically, European contribution to macromarketing.Design/methodology/approach The paper is based on a selective literature review personal observation focus past, present likely future macromarketing.Findings reports both limited degree emphasis placed by marketing scholars reasons why has not received attention.Originality/value This provides heretofore missing overview nature an important subdiscipline within academic marketing. discussed in considerable detail. Some views development this area are also offered.