• About
  • Policies
  • What is open access
  • Library
  • Contact
Advanced search
      View Item 
      •   BUIR Home
      • Scholarly Publications
      • Faculty of Business Administration
      • Department of Management
      • View Item
      •   BUIR Home
      • Scholarly Publications
      • Faculty of Business Administration
      • Department of Management
      • View Item
      JavaScript is disabled for your browser. Some features of this site may not work without it.

      The future of macromarketing: recommendations based on a content analysis of the past twelve years of the journal of macromarketing

      Thumbnail
      View / Download
      646.2 Kb
      Author(s)
      Ekici, Ahmet
      Genç, Tuğçe Özgen
      Çelik, Hafize
      Date
      2020-10-16
      Source Title
      Journal of Macromarketing
      Print ISSN
      0276-1467
      Electronic ISSN
      1552-6534
      Publisher
      SAGE Publications
      Volume
      41
      Issue
      1
      Pages
      25 - 47
      Language
      English
      Type
      Article
      Item Usage Stats
      148
      views
      199
      downloads
      Abstract
      In their essays published in the Silver Anniversary Issue (SAI) of the Journal of Macromarketing (2006), George Fisk and Mark Peterson independently outlined the current state of the discipline and made a list of visionary recommendations that would help macromarketers adapt and respond to the changing markets, marketing, and societies. These recommendations ranged from repositioning the discipline around the ideas of societal development to leading the way across disciplines toward achieving a sustainable world. Based on a thorough content analysis of the articles published in the Journal of Macromarketing since the SAI, we aim to report the extent to which macromarketing scholarship has responded to the recommendations of Fisk and Peterson. Utilizing the findings, we make a list of new recommendations that can assist macromarketers in fulfilling their mission of ‘saving the world’.
      Keywords
      Societal development,
      Sustainability
      Content analysis
      Macromarketing history
      Permalink
      http://hdl.handle.net/11693/75138
      Published Version (Please cite this version)
      https://dx.doi.org/10.1177/0276146720966654
      Collections
      • Department of Management 640
      Show full item record

      Browse

      All of BUIRCommunities & CollectionsTitlesAuthorsAdvisorsBy Issue DateKeywordsTypeDepartmentsCoursesThis CollectionTitlesAuthorsAdvisorsBy Issue DateKeywordsTypeDepartmentsCourses

      My Account

      Login

      Statistics

      View Usage StatisticsView Google Analytics Statistics

      Bilkent University

      If you have trouble accessing this page and need to request an alternate format, contact the site administrator. Phone: (312) 290 2976
      © Bilkent University - Library IT

      Contact Us | Send Feedback | Off-Campus Access | Admin | Privacy