A major strength of the book is that it successfully ties sustainability to the success of enterprises, and thereby, to the potential success of students in the marketplace. In my view, the focus on sustainable enterprise is effective. (Shelby D. Hunt 2012-06-22)
Macromarketing deals with the biggest and most important questions facing business and marketing. For the past couple of decades, there has been a drift away from these seminal concerns. Mark Peterson's path breaking book nudges marketers back in the right direction by connecting macro analysis with visionary leadership and successful entrepreneurship. (Gene R. Laczniak 2012-06-22)
The critical and developmental modes of macromarketing thought have in common their opposition to the managerialist perspective. It is this position that
Sustainable Enterprise: A Macromarketing Approach argues against by advocating a middle ground between the managerialist and critical perspectives. The middle ground advocated in the book asserts that firms have a social responsibility, but gives preference to entrepreneurial solutions over an explicit call for government intervention. (Alexander E. Reppel 2012-06-22)
Great book! Just finished the last chapter and I must say I am most impressed. The scope is truly overwhelming and any reader will learn a great deal. Lots of interesting illustrations and the references are remarkably recent. (Stanley J. Shapiro
Simon Fraser University 2012-06-22)
...Dr. Mark Peterson’s book, Sustainable Enterprise: A Macromarketing Approach is a timely addition to the emerging, inter-disciplinary body of literature on sustainability. The macromarketing approach of the book augurs well with the triple bottom line orientation (people, planet and profit) that’s being embraced [by] a growing number of organizations worldwide. Through its contributions to marketing education, marketing practice, and research in marketing, the book has the potential to shape future marketing thought.
(Rajan Varadarajan 2012-10-22)
Enjoyable and inspiring! The book provides a refreshing, positive perspective on marketing’s role in sustainable business. Mark Peterson does a great job of connecting academic frameworks with business practice, and peppers the book with timely examples of the significant progress that enterprises are making toward achieving sustainability. The macromarketing perspective separates this book from others and facilitates the connection between day-to-day marketing decision making and the big picture of how we can be a part of making business better. (Ken Manning 2012-10-22)
Dr. Peterson received his Ph.D. in marketing from Georgia Tech in 1994 and joined the University of Wyoming faculty in Fall 2007 where he teaches doctoral, MBA, and undergraduate students. He previously taught at the University of Texas at Arlington. His research interests include marketing and society issues, research methods, as well as international marketing. He is an associate editor for the Journal of Macromarketing, and has served as Secretary/Treasurer of the Macromarketing Society. He currently serves on the board of directors for the Macromarketing Society, and the International Society for Quality of Life Studies (ISQOLS). His research has been published in such outlets as Journal of Macromarketing, Journal of Academy of Marketing Science, Journal of Public Policy & Marketing, Journal of Advertising, Journal of Advertising Research, Entrepreneurship Theory & Practice, Journal of International Marketing, Journal of Business Research. Dr. Peterson was a Fulbright Scholar at Bilkent University in Ankara, Turkey in 2006.