Macromarketing

Stanley J. Shapiro/Mark Tadajewski/Clifford J Shultz II

ISBN 10: 1848607040 / ISBN 13: 9781848607040

Published by SAGE Publications Ltd, 2009

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Bibliographic Details

• Title: Macromarketing
• Publisher: SAGE Publications Ltd
• Publication Date: 2009
• Language: English
• ISBN 10: 1848607040
• ISBN 13: 9781848607040
• Binding: Hardcover
• Condition: Brand New

About this title

Synopsis

The macro side of marketing takes the subject beyond the realm of commerce and into the wider societal context, looking at the marketing process in its entirety. We have long been suspicious of the negative side of the marketing process, exemplified in credit card debt, poor diet, smoking and alcohol abuse. But on the other hand consumer choice, public service information and the encouragement of innovation and creativity are also ways in which marketing affects the social and environmental sphere, in ways that scholars are only beginning to fully investigate. The study of macromarketing, with its focus on how marketing and society inform each other, is increasingly seen as the fastest growing direction in marketing education.

This four-volume set takes on these questions from every angle, and to date is the only authoritative collection of the most important writing published in the field. It surveys the history of the discipline, before pushing the boundaries of macromarketing scholarship with work on contemporary topics such as Islamic marketing ethics, pharmaceutical marketing, the Fair Trade movement, and the role of marketing in the developing world. In addition, the broad intellectual interests of the international editorial board incorporate papers of cross-disciplinary influence that might not be on the radar of marketing academics.

About the Author

I have previously taught at the Universities of Leicester, Essex and Strathclyde and my research interests are fairly eclectic. I continue to engage in research related to the history of marketing, with a specific focus on the influence of the Cold War on marketing and advertising theory. An on-going stream of research deals with racism and eugenics in marketing theory, thought and practice. Suffice to say, these are just a sample of what is presently occupying my attention.