25:
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The focus on marketing systems is a distinguishing aspect of macromarketing. The theoretical contribution of prof. Roger Layton in this area of research cannot be underestimated. Layton proposed MAS (mechanism, action, structure) theory of marketing systems. The MSPG (marketing systems as a public
361:
s Harold H. Maynard Award for its "contribution to marketing thought and theory". Hunt (1981) defines macromarketing as “the study of (1) marketing systems, (2) the impact and consequences of marketing systems on society, and (3) the impact and consequences of society on marketing systems” (p. 7).
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that, among other things, focuses on an understanding of processes of social learning, adoption, and innovation". In fact, some scholars worried that it was falling out of the spotlight, perhaps because the field was seen as "the conscience of marketing practice", which was less appealing in an
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constructs, and the discipline that reflects society's value judgments and takes a stance on "how the general marketing process should be conducted in the best interests of society". Some scholars argued that "improving our knowledge of marketing" was a sort of "social process of
146:—which linked many systems in any given society, from production to consumption—were an efficient mechanism to sustain a society, which, fundamentally is a series of institutions and systems agreed upon by the members of the group. For example, even ancient markets like the
365:
The
Macromarketing Society, "an international group of scholars" that studies "matters related to the varied interactions among markets, marketing, and society", was founded in the 1970s. In 1976, Charles Slater organized the first Macro-Marketing Seminar at the
349:, industries, and associations, in contrast to their individual component units. More recently, it has meant the social context of micromarketing, its role in the national economy, and its application to the marketing of noneconomic
69:
is an interdisciplinary field that studies marketing as a provisioning technology of society. It focuses on marketing-society interactions including such topics as marketing systems, aggregate
760:
Yusniza
Kamarulzaman; Ann Veeck; Alhassan G. Mumuni; Mushtaq Luqmani; Zahir A. Quraeshi (December 2016). "Religion, Markets, and Digital Media: Seeking Halal Food in the U.S.".
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are works that embody macromarketing themes. Macromarketing practice moreover is perhaps as old as society itself. Societies emerged for the welfare of the group; the need for
914:
Robert V. Kozinets; Andrea
Hemetsberger; Hope Jensen Schau (December 2008). "The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing".
370:, which was followed by subsequent seminars from 1977 to 1979. In 1978, the Macro-Marketing Editorial Advisory Board was formed to come up with a policy for the
327:, more interdisciplinary research, and a 'new concept of macro-marketing'". Fifteen years later, he and Jenkins published their seminal 1977 article in the
96:. By comparison, "micromarketing" deals with how firms decide what to make, how to market it, and how much to price it. Some of key topics include the
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Macromarketing may be a fairly recent term, but the ideas and interests that it comprises have existed as long as human history. For example,
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since 1981. It also liaises with organizations, governments, universities, and nonprofits that share an interest in macromarketing.
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and then exchanges of items produced by specialists surely was evident early on. Greater specialization and support for it begat
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The
Macromarketing Society has held an Annual Macromarketing Conference since 1976 and has published the quarterly
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797:"Here, There, and Everywhere: Place Branding and Gastronomical Globalization in a Macromarketing Perspective"
836:"Addressing the Wicked Problem of American Gun Violence: Consumer Interest Groups as Macro-social Marketers"
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Eric H. Shaw; Robert D. Tamilia (December 2001). "Robert
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Macromarketing has meant the marketing process in its entirety, and the aggregate mechanism of
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would have been built on systemic organization and coordination, bringing people together.
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Layton, Roger A. (2014). "Formation, Growth, and
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Layton, Roger (2019). "SAGE Journals: Your gateway to world-class journal research".
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academia that values "objectivity and scientific enquiry". macromarketing focused on
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111:. The notion of "marketing systems" is at the heart of macromarketing thought.
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Layton, Roger A. (2007). "Marketing
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Hunt, S (1981). "Macromarketing as a Multidimensional Concept".
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as a discipline plays a key societal role by facilitating
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374:. On August 9, 1979, the Advisory Board met again in
951:"Macromarketing: Past, Present, and Possible Future"
949:
Roger A. Layton; Sanford Grossbart (December 2006).
694:
Reinventing the Bazaar: A Natural History of Markets
417:are part of a global network that determines human
872:Robert Bartels; Roger L. Jenkins (October 1977).
795:Søren Askegaard; Dannie Kjeldgaard (June 2007).
718:Shelby D. Hunt (June 1986). Scott Vitell (ed.).
552:Kadirov, Djavlonbek; Varey, Richard J. (2011).
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468:The overarching macromarketing system shapes
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387:good) theory extends this research.
286:Overall data of the marketing system
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317:The Development of Marketing Thought
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526:Mello, James (10 September 2014).
174:environmentally friendly packaging
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368:University of Colorado at Boulder
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554:"Symbolism in Marketing Systems"
232:Components of marketing thought
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1064:10.1177/027614678100100103
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391:The Macromarketing Society
382:Marketing Systems Research
269:Plans for the firm (e.g.,
218:Macromarketing models are
1219:Journal of Macromarketing
1172:Journal of Macromarketing
1141:Journal of Macromarketing
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1052:Journal of Macromarketing
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727:Journal of Macromarketing
648:Journal of Macromarketing
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397:Journal of Macromarketing
372:Journal of Macromarketing
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691:John McMillan (2002).
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359:Journal of Marketing'
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225:resource mobilization
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94:sustainable marketing
82:social responsibility
1265:Clifford Shultz II.
881:Journal of Marketing
490:Political ideologies
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330:Journal of Marketing
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