2020/12/15 by Ben Wooliscroft · 3 citations
Business, Management and Accounting · Decision Sciences · Engineering · #Business #Complex Systems and Decision Making #Computer science #Economics #Engineering #Engineering ethics #Innovation and Socioeconomic Development #Macromarketing #Management science #Marketing #Service and Product Innovation #Social science #Sociology #Systems thinking
paper · doi:10.1177/0276146720980521
crossref issued 2020/12/15 · crossref published 2020/12/15 · crossref published-online 2020/12/15 · openalex publication_date 2020/12/15 · crossref created 2020/12/15 · crossref published-print 2021/03/01 · openalex created_date 2025/10/10 · crossref deposited 2026/04/29 · crossref indexed 2026/08/04 · openalex updated_date 2026/08/08
Macromarketing is definitionally concerned with systems — marketing, markets and society — and their interactions. This paper lays out a case for systems research in macromarketing, the use of methods designed to study systems. In doing so, it highlights the limitations of much micromarketing research. Macromarketing and the Journal of Macromarketing is the home of systems research in marketing. Macromarketing scholars need to increase our use of systems research methodologies. We also need to connect macromarketing to wider, particularly business, systems research. Following the calls by this Journal’s first editor George Fisk, systems research must not live in our discipline and journal alone, all social sciences need the insights of systems research and systems research needs the insights of macromarketing.