2006/11/13 by Mark Peterson · 38 citations
Business, Management and Accounting · Engineering · #Business #Consumer Behavior in Brand Consumption and Identification #Discipline #Engineering #Engineering ethics #Environmental Sustainability in Business #Environmental ethics #Globalization #Law #Macro #Macromarketing #Marketing #Political science #Politics #Service and Product Innovation #Social science #Sociology #Stewardship (theology)
paper · doi:10.1177/0276146706291047
published in Journal of Macromarketing 26(2), 245-249 (SAGE Publishing)
openalex publication_date 2006/11/13 · crossref created 2006/11/13 · crossref issued 2006/12/01 · crossref published 2006/12/01 · crossref published-online 2006/12/01 · crossref published-print 2006/12/01 · openalex created_date 2025/10/10 · crossref deposited 2026/04/29 · crossref indexed 2026/08/04 · openalex updated_date 2026/08/04
The future of macromarketing could be a bright one if the macromarketing community seizes the current opportunity to distinctively define macromarketing as a transdiscipline focused on societal development of all countries. As trans-disciplinary scholars, macromarketers would be versed in the paradigmatic assumptions of two or more fields with the goal of making a more fundamental contribution to core disciplines and the boundaries that separate them. Doing transdisciplinary work calls scholars to see “the whole picture” and to holistically understand the ways many disciplines interconnect when one considers macro issues facing not only individual societies but the planet as well. Some examples of such macro issues that cut across disciplines would include globalization, environmental stewardship, and consumer sovereignty.