The Future of Macromarketing: Recommendations Based on a Content Analysis of the Past Twelve Years of the Journal of Macromarketing
| Autor: | Ahmet Ekici, Hafize Celik, Tugce Ozgen Genc |
|---|---|
| Přispěvatelé: | Ekici, Ahmet, Genç, Tuğçe Özgen, Çelik, Hafize |
| Rok vydání: | 2020 |
| Předmět: |
Marketing
Macromarketing history Societal development media_common.quotation_subject 05 social sciences 050401 social sciences methods Sustainability 0504 sociology State (polity) Content analysis Political science 0502 economics and business 050211 marketing Social science Macromarketing media_common |
| Zdroj: | Journal of Macromarketing |
| ISSN: | 1552-6534 0276-1467 |
| DOI: | 10.1177/0276146720966654 |
| Popis: | In their essays published in the Silver Anniversary Issue (SAI) of the Journal of Macromarketing (2006), George Fisk and Mark Peterson independently outlined the current state of the discipline and made a list of visionary recommendations that would help macromarketers adapt and respond to the changing markets, marketing, and societies. These recommendations ranged from repositioning the discipline around the ideas of societal development to leading the way across disciplines toward achieving a sustainable world. Based on a thorough content analysis of the articles published in the Journal of Macromarketing since the SAI, we aim to report the extent to which macromarketing scholarship has responded to the recommendations of Fisk and Peterson. Utilizing the findings, we make a list of new recommendations that can assist macromarketers in fulfilling their mission of ‘saving the world’. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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