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Invisible Man
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 1755-750X
- DOI
- 10.1108/17557501111132190
- Publisher site
- See Article on Publisher Site
Abstract
Purpose – The 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/approach – The 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. Findings – Early 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/value – The paper explains the resurgence of macromarketing which from that first pivotal Macro‐Marketing Seminar has blossomed into a multifaceted and institutionalized area of study.
Journal
Journal of Historical Research in Marketing – Emerald Publishing
Published: May 3, 2011
Keywords: Macro marketing; Professional associations; Seminars