The Five Stages Of The Macromarketing Field Of Study: From Raison D'Etre To Field Of Significant Promise
JOURNAL OF MACROMARKETING(2021)
摘要
This article contributes to the macromarketing field of study by tracing its evolution through five distinct stages. (1) In Era I (1900-1920), macromarketing was the raison d'etre of the marketing discipline. (2) In Era II (1920-1950), macromarketing became the marketing discipline's central focus. (3) In Era III (1950-1980), marketing management displaced macromarketing as the discipline's central focus, but macromarketing continued to be an important part of the discipline. (4) In Era IV (1980-2020), macromarketing became one of four, major, institutionalized fields of study in the marketing discipline, with the others being consumer behavior, quantitative/modeling, and marketing management/strategy. (5) In Era V (2020-?), macromarketing is well-positioned to be not only a major field within the marketing discipline, but also a field of significant promise.
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关键词
macromarketing, macromarketing’, s future, marketing history, macromarketing’, s institutionalization, macromarketing community
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