Macromarketing: Past, Present, and Possible Future
Macromarketing: Past, Present, and Possible Future
复制标题
宏观营销：过去、现在和可能的未来
DOI：
10.1177/0276146706294026
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发表时间：
2006
影响因子：
3.1
通讯作者：
Sanford Grossbart
中科院分区：
文献类型：
--
作者：
R. Layton;Sanford Grossbart
在这篇文章中，我们提供了一个概述宏观营销从20世纪60年代中期到现在。在此概述的基础上，描述在研究营销系统（包括那些与环境和营销系统的组成部分、属性和结果相关的系统元素）中感兴趣的系统元素的例子。接下来，我们将考虑该领域的现状，并讨论宏观营销中的12个挑战，这些挑战构成了未来研究的可能场景。最后，我们注意到与该领域的知识和规范传统的场景联系，其与宏观营销学术的潜在相关性及其局限性。
In this article, we offer an overview of macromarketing from the mid–1960s to the present. Based on this overview, describe examples of the system elements that have been of interest in researching marketing systems (including those that relate to the environment and the components, attributes, and outcomes of marketing systems). Next, we consider where the field stands today and discuss twelve challenges in macromarketing that compose a possible scenario for future research. Finally, we note the scenarios links to intellectual and normative traditions in the field, its potential relevance for macromarketing scholarship, and its limitations.