{"title":"Towards a Sharper “Golden Anniversary” Focus for Macromarketing?","authors":"Stanley J. Shapiro","doi":"10.1177/02761467241229637","DOIUrl":null,"url":null,"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.","PeriodicalId":508450,"journal":{"name":"Journal of Macromarketing","volume":"67 ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Macromarketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/02761467241229637","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
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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