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

Date
2020-10-16
Editor(s)
Advisor
Supervisor
Co-Advisor
Co-Supervisor
Instructor
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
Journal Title
Journal ISSN
Volume Title
Series
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’.

Course
Other identifiers
Book Title
Citation
Published Version (Please cite this version)