Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars

Autor:	William E. Kilbourne, Clifford J. Shultz, John D. Mittelstaedt
Rok vydání:	2015
Předmět:	Marketing Qualitative marketing research Human welfare Sociology Macro Marketing research Macromarketing Marketing mix Marketing science
Zdroj:	Journal of Business Research. 68:2513-2516
ISSN:	0148-2963
Popis:	This study explores the intersections between macro- and positive-marketing approaches to how we improve human welfare, and to consider whether the development of thought in macromarketing can offer insight into questions important to the study of positive marketing. Two perspectives in macromarketing—the developmental school and the critical school—are offered as orientations toward positive marketing research.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::341b0e33d78f83821b2d635bc843c66c https://doi.org/10.1016/j.jbusres.2015.06.038 Zobrazit plný text záznamu Full Text from ScienceDirect