Nelson Higher Education

Higher Education

Macromarketing, 1st Edition

  • Stanley J. Shapiro
  • Mark Tadajewski
  • Clifford J. Shultz II
  • ISBN-10: 1848607040
  • ISBN-13: 9781848607040
  • 0 Pages | Hardcover
  • COPYRIGHT: 2010 Published
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About the Product

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.

Table of Contents

Volume 1
Part 1: The Domain of Macromarketing
The Macromarketing/Micromarketing Dichotomy: A taxonomical model - Shelby D Hunt and John Burnett
Macromarketing: Past, present and possible future - Roger A. Layton and Sanford Grossbart
Macromarketing as a Pillar of Marketing Thought - William W. Wilkie and Elizabeth S. Moore
Focusing the Future of Macromarketing - Mark Peterson
Marketing as Constructive Engagement - C.J. Shultz
Part 2: The Intellectual Roots of Contemporary Macromarketing
Emerging Macromarketing Concepts: From Socrates to Alfred Marshall - D.F. Dixon
Pre-Aldersonian Antecedents to Macromarketing: Insights from the textual literature - Ronald Savitt
Marketing: Management technology or social process? - Daniel, J. Sweeney
Criteria for a Theory of Responsible Consumption - George Fisk
The Visions of Charles C. Slater: Social consequences of marketing - Robert W. Nason and Phillip D. White
The Political Economy of Marketing Systems: Reviving the institutional approach - Johan Arndt
Reflection and Retrospection: Searching for visions in marketing - George Fisk
Part 3: Perceptions of the Market
Moral Views of Market Society - Marion Fourcade and Kieran Healy
Macromarketing as Agrology: Macromarketing theory and the study of the Agora - John D. Mittelstaedt, William E. Kilbourne and Robert A Mittelstaedt
Embedded Markets, Communities and the Invisible Hand of Social Norms - Rohit Varman and Janeen Arnold Costa
Part 4: Marketing Systems
Marketing Systems: A core macromarketing concept - Roger A. Layton
Market Institutions and Urban Food Supply in West and Southern Africa: A review - Gina Porter, Fergus Lyon and Deborah Potts
Rich Doctors and Poor Patients: Market failure and health care systems in developing countries - B.N. Ghosh
On Economic Growth, Marketing Systems and the Quality of Life - Roger A. Layton
Part 5: Marketing Externalities
The Social Consequences of Marketing: Macromarketing and public policy - Robert W. Nason
Market Mechanisms and the External Benefits of Consumption - Jack Cadeaux
The Harm Chain: A public policy development and stakeholder perspective - M.J. Polonsky, Carlson, L. and Fry, M-L.
Global Food Marketing Systems and Local Cultural Change in the Developing World - Terrence H. Witkowski
Are Biofuels Pro-poor? Assessing the evidence - J.S. Clancy
Volume 2
Part 6: Society's Impact on Markets and Marketing Systems
A Framework for Understanding the Relationships between Religions and Markets - John D. Mittelstaedt
When Policies and Marketing Systems Explode: An Assessment of food marketing in the war-ravaged Balkans and implications for recovery, sustainable peace, and prosperity - Clifford J. Shultz, T.J. Burkink, B. Grbac and N. Renko
'The marketplace, emerging technology and marketing theory' - George M. Zinkhan
The Politics of Marketing: Analyzing the parallel political marketplace - Michael D. Hutt, Michael P. Mokwa and Stanley J. Shapiro
Mobilizing Consumers to Take Responsibility for Global Social Justice - M. Micheletti and D. Stolle
Part 7: Marketing Ethics
Normative Perspectives for Ethically and Socially Responsible Marketing - Gene Laczniak and Patrick Murphy
The General Theory of Marketing Ethics: A revision and three questions - Shelby Hunt and Scott J. Vitell
International Marketing Ethics from an Islamic Perspective: A value-maximization approach - M. Saeed, Z.U. Ahmed and S-M. Mukhtar
Catholic Social Thought and Ethical Issues in Marketing - Thomas A. Klein and Gene R. Laczniak
Part 8: Distributive Justice
A Compendium of Inequality: The human development report - Jens Martens
Out of Sight and Out of Our Minds: What of those left behind in globalism? - R. Belk
International Human Rights and Consumer Quality of Life: An et