Najlepsze ceny Specjalne oferty dla członków klubu książki PWE Najtańsza dostawa
DOI: 10.33226/1231-7853.2020.4.1
JEL: M31

Zakres makromarketingu jako subdyscypliny nauki o marketingu

Artykuł ma na celu określenie definicji makromarketingu oraz zidentyfikowanie
podstawowych obszarów zainteresowania makromarketingu. Przeprowadzony przegląd
definicji makromarketingu pozwolił na przyjęcie definicji makromarketingu, która została
zaproponowana przez Shelby D. Hunta i jest powszechnie akceptowana przez środowisko
zajmujące się tą problematyką. Według Hunta „makromarketing odnosi się do badania:
systemów marketingowych, oddziaływania i konsekwencji oddziaływania systemów
marketingowych na społeczeństwo oraz społeczeństwa na systemy marketingowe”.
Zdefiniowanie pojęcia makromarketingu jest punktem wyjścia do opisania sześciu obszarów
badawczych makromarketingu. Należą do nich badania dotyczące: historii marketingu,
konkurencji i rynku, polityki globalnej i środowiska, etyki marketingu i sprawiedliwości
dystrybucyjnej, marketingu i rozwoju oraz jakości życia.

Słowa kluczowe: marketing; makromarketing; konkurencja; etyka; społeczeństwo

Bibliografia

Baker, M. J. (2016). Marketing: Philosophy or Function? W: M. J. Baker i M. Saren (red.),
Marketing Theory (s. 3–30). London: Sage. https://doi.org/10.4135/9781446280096.n1
Chabowski, B. R., Mena, J. A. i Gonzalez-Padron, T. L. (2011). The Structure of
Sustainability Research in Marketing 1958–2008: A Basis for Future Research Opportunities.
Journal of the Academy of Marketing Science, 39(1), 55–70. https://doi.org/10.1007/s11747-
010-0212-7
Dholakia, N. i Nason, R. W. (1984). Research Issues in Macro-Marketing: A Blueprint for
Progress. European Journal of Marketing, 18(1), 41–55.
https://doi.org/10.1108/EUM0000000004720
Dixon, D. F. (1982). The Ethical Component of Marketing: An Eighteenth-Century View.
Journal of Macromarketing, 2(1), 38–46. https://doi.org/10.1177/027614678200200108
Drucker, P. F. (1958). Marketing and Economic Development. Journal of Marketing, 22(3),
252–259. https://doi.org/10.1177/002224295802200302
Ferrell, O. C. i Ferrell, L. (2008). A Macromarketing Ethics Framework: Stakeholder
Orientation and Distributive Justice. Journal of Macromarketing, 28 (2), 24–32.
https://doi.org/10.1177/0276146707311290
Ferrell, O. C., Gresman, L. G. i Fraedrich, J. (1989). A Synthesis of Ethical Models for
Marketing. Journal of Macromarketing, 9(2), 55–64.
https://doi.org/10.1177/027614678900900207
Figueiredo, D., Chelekis, J., DeBerry-Space, B., Firat, A. F., Ger, G., Golefroit-Winkel, D.,
Kravets, O., Moisander, J., Nuttavuthis, K., Peoaloza, L. i Tadajewski, M. (2015). Developing
Markets? Understanding the Role of Markets and Development at the Intersection of
Marketing and Transformative Consumer Research. Journal of Macromarketing, 33(2),
257–271. https://doi.org/10.1177/0276146714543524
Fisk, G. (1981). An Invitation to Participate in Affairs of the Journal of Macromarketing.
Journal of Macromarketing, 1(1), 3–6. https://doi.org/10.1177/027614678100100101
Fisk, G. (1995). Review of Regional Advantage: Culture and Competition in Silicon Valley
and Route 128. Journal of Macromarketing, 15(1), 120–121.
https://doi.org/10.1177/027614679501500115
Hill, R. P., Felice, W. F. i Ainscough, T. (2007). International Human Rights and Consumer
Quality of Life: An Ethical Perspective. Journal of Macromarketing, 27(4), 370–379.
https://doi.org/10.1177/0276146707307128

Hunt, S. D. (1976). The Nature and Scope of Marketing. Journal of Marketing, 40(3), 17–28.
https://doi.org/10.1177/002224297604000304
Hunt, S. D. (1981). Macromarketing as a Multidimensional Concept. Journal of
Macromarketing, 1(1), 7–8. https://doi.org/10.1177/027614678100100102
Hunt, S. D. (2011). On the Founding of the Journal of Macromarketing. Journal of
Macromarketing, 3(2), 199–214. https://doi.org/10.1177/0276146710383283
Hunt, S. D. i Burnett, J. J. (1982). The Macromarketing/Micromarketing Dichotomy: A
Taxonomical Model. Journal of Marketing, 46(3), 11–26.
https://doi.org/10.1177/002224298204600305
Hunt, S. D. i Vitell, S. (1986). The General Theory of Marketing Ethics. Journal of
Macromarketing, 6(1), 5–16. https://doi.org/10.1177/027614678600600103
Hunt, S. D. i Vitell, S. (2006). The General Theory of Marketing Ethics: A Revision and
Three Questions. Journal of Macromarketing, 26(2), 143–153.
https://doi.org/10.1177/0276146706290923
Hutt, M. D., Mowka, M. P. i Shapiro, S. J. (1986). The Politics of Marketing: Analyzing the
Parallel Political Marketplace. Journal of Marketing, 50(1), 40–51.
https://doi.org/10.1177/002224298605000104
Kamiński, J. (2012). Starożytne źródła myśli marketingowej. Rozprawy Społeczne, VI(2),
15–22.
Kaufman, C. J. (1987). The Evaluation of Marketing in Society: The Han Dynasty of Ancient
China. Journal of Macromarketing, 7(2), 52–64.
https://doi.org/10.1177/027614678700700207
Kilbourne, W. (2004). Globalization and Development: An Expanded Macromarketing View.
Journal of Macromarketing, 24(2), 122–135. https://doi.org/10.1177/0276146704269303
Kilbourne, W., McDonagh, P. i Prothero, A. (1997). Sustainable Consumption and the
Quality of Life: A Macromarketing Challenge to the Dominant Social Paradigm. Journal of
Macromarketing, 17(1), 4–24. https://doi.org/10.1177/027614679701700103
Kilbourne, W., McDonagh P. i Prothero, A. (2018). Sustainable Consumption, Consumer
Culture and the Politics of a Megatrend. W: O Kravets, P. Maclaran, S. Miles i A. Venkatersh
(red.), The SAGE Handbook of Consumer Culture (s. 478– 498). London: SAGE.
https://doi.org/10.4135/9781473998803.n27
Kindra, G. S. (red.). (2014). Marketing in Developing Countries. London/New York:
Routledge. https://doi.org/10.4324/9781315761947

Klein, T. A. i Nason, R. W. (2001). Marketing and Development: Macromarketing
Perspectives. W: P. N. Bloom i G. T. Gundlach (red.), Handbook of Marketing and Society (s.
263–297). Thousand Oaks, Ca.: Sage Publications.
https://doi.org/10.4135/9781452204765.n12
Kotler, P. i Levy, S. (1969). Broadening the Concept of Marketing. Journal of Marketing,
33(1), 10–15. https://doi.org/10.1177/002224296903300103
Kumar, V. (2015). Evolution of Marketing as a Discipline: What Has Happened and What to
Look Out For. Journal of Marketing, 79(1), 1–9. https://doi.org/10.1509/jm.79.1.1
Kumcu, E. i Kumcu, M. E. (1987). Determinant of Food Retailing in Developing Countries:
The Case of Turkey. Journal of Macromarketing, 7(2), 26–40.
https://doi.org/10.1177/027614678700700205
Laczniak, G. R. (1983). Framework for Analyzing Marketing Ethics. Journal of
Macromarketing, 3(1), 7–18. https://doi.org/10.1177/027614678300300103
Laczniak, G. R. i Murphy P. R. (2006). Normative Perspectives for Ethical and Socially
Responsible Marketing. Journal of Macromarketing, 26(2), 154–177.
https://doi.org/10.1177/0276146706290924
Laczniak, G. R. i Murphy P. R. (2008). Distributive Justice: Pressing Questions Emerging
Directions and the Promise of Rawisian Analysis. Journal of Macromarketing, 28(2), 5–11.
https://doi.org/10.1177/0276146707312214
Laczniak, G. R. i Murphy P. E. (2012). Stakeholder Theory and Marketing: Moving from a
Firm-Centric to a Societal Perspective. Journal of Public Policy & Marketing, 31(2),
284–292. https://doi.org/10.1509/jppm.10.106
Laczniak, G. R. i Murphy P. E. (2019). The Role of Normative Marketing Ethics. Journal of
Business Research, 95(February), 401–407. https://doi.org/10.1016/j.jbusres.2018.07.036
Laczniak, G. R. i Santos, N. J. C. (2018). Gross National Happiness (GNH). Linkages to and
Implications for Macromarketing. Journal of Macromarketing, 38(3), 331–340.
https://doi.org/10.1177/0276146718787600
Layton, R. (2015). Marketing, Marketing Systems, and The Framing of Marketing History.
Journal of Historical Research of Marketing, 7(4), 549–572. https://doi.org/10.1108/JHRM-
02-2015-0008
Layton, R. A. i Grossbart, S. (2006). Macromarketing: Past, Present, and Possible Future.
Journal of Macromarketing, 26(2), 193–213. https://doi.org/10.1177/0276146706294026

Lee, D. J., Sirgy, M. J., Larsen, V. i Wright, D. (2002). Developing a Subjective Measure of
Consumer Well-Being. Journal of Macromarketing, 22(2), 158–169.
https://doi.org/10.1177/0276146702238219
Mitchell, R., Wooliscroft, B. i Higham, J. (2010). Sustainable Market Orientation: New
Approach to Managing Marketing Strategy. Journal of Macromarketing, 30(2), 160–170.
https://doi.org/10.1177/0276146710361928
Mittelstaedt, J. D., Kilbourne, W. E. i Shultz II, C. J. (2015). Macromarketing Approaches to
Thought Development in Positive Marketing: Two Perspectives on Research Agenda for
Positive Marketing Scholars. Journal of Business Research, 68(12), 2513–2516.
https://doi.org/10.1016/j.jbusres.2015.06.038
Moyer, R. (1972). Macromarketing: A Social Perspective. New York: John Wiley & Sons.
Nason, R. W. (2010). The Legacy of Charles C. Slater. Journal of Macromarketing, 30(3),
278–292. https://doi.org/10.1177/0276146710372225
Nason, R. W. i White, P. D. (1981). The Vision of Charles C. Slater: Social Consequences of
Marketing. Journal of Macromarketing, 1(2), 4–18.
https://doi.org/10.1177/027614678100100203
Peterson, M. (2006). Identifying Quality of Life Priorities for Societal Development: Using a
Marketing Orientation. Journal of Macromarketing, 26(1), 45–58.
https://doi.org/10.1177/0276146705285682
Peterson, M. i Gonzales-Padron, T. (2009). Teaching Macromarketing Graduate Courses
During a Time of Economic Crisis. Journal of Macromarketing, 29(4), 432–432.
https://doi.org/10.1177/0276146709344954
Rostow, W. W. (1965). The Concept of a National Market and Its Economic Growth
Implications. W: P. D. Bennett (red.), Marketing and Economic Development (s. 11–20).
Chicago: AMA.
Schaefer, A. i Crane, A. (2005). Addressing Sustainability and Consumption. Journal of
Macromarketing, 25(1), 76–92. https://doi.org/10.1177/0276146705274987
Shapiro, S. J. (2006). Macromarketing: Origins, Development, Current Status and Possible
Future Direction. European Business Review, 18(4), 307–321.
https://doi.org/10.1108/09555340610677516
Shapiro, S. J. (2012). Macromarketing Teaching Materials. A Forty-Year Retrospective.
Journal of Macromarketing, 32(4), 412–416. https://doi.org/10.1177/0276146712455336
Shaw, E. H. (1995). The First Dialogue on Macromarketing. Journal of Macromarketing,
15(1), 7–20. https://doi.org/10.1177/027614679501500103

Shaw, E. H. (2014). The Marketing Institution by Ralph F. Breyer (1934). Journal of
Historical Research in Marketing, 6(3), 449–454. https://doi.org/10.1108/JHRM-07-2013-
0047
Shultz, C. J. (2004). From the Editor: Staying the Macromarketing Course and the Expanding
Boundaries. Journal of Macromarketing, 24(1), 3–5.
https://doi.org/10.1177/0276146704264889
Shultz, C. J. i Shapiro, S. J. (2014). Constructive Engagement, Macromarketing, and
Humanistic Marketing. W: R. J. Varey i M. Pirson (red.), Humanistic Marketing (s. 176–191).
New York: Pelgrave Macmillan. https://doi.org/10.1057/9781137353290_14
Sirgy, M. J., Samli, A. C. i Meadow, H. L. (1982). The Interface Between Quality of Life and
Marketing: Theoretical Framework. Journal of Marketing & Public Policy, 1(1), 69–84.
https://doi.org/10.1177/074391568200100106
Sirgy, M. J., Lee, D. J. i Rahtz, D. (2007). Research on Consumer Well-Being: Overview of
the Field and Introduction to Special Issue. Journal of Macromarketing, 27(4), 341–349.
https://doi.org/10.1177/0276146707307212
Slater, C. C. (red.). (1977). Macro-Marketing: Distributive Processes from Societal
Perspective. Boulder: Graduate School of Business Administration, University of Colorado.
Szetela, B. i Mental, G. (2016). May the Sharing Economy Create a New Wave of
Globalization. World Economy and International Economic Relation, 16 (9–10), 31–34.
https://doi.org/10.21003/ea.V161-07
Tronvoll, B., Barile, S. i Caputo, F. (2018). A Systems Approach to Understanding the
Philosophical Foundation of Marketing Studies. W: S. Barile, M. Pellicano i F. Polese (red.),
Social Dynamics in a Systems Perspective (s. 1–18). New Economic Window, Cham
(Switzerland): Springer International Publishing. https://doi.org/10.1007/978-3-319-61967-
5_1
Varey, R. J. (2010). Marketing Means and the Ends for Sustainable Society: A Welfare
Agenda for Transformative Change. Journal of Macromarketing, 30(2), 112–126.
https://doi.org/10.1177/0276146710361931
Vargo, S. L., Koskela-Huotari, K., Baron, S., Edvardson, B., Reynoso, J. i Colurcio, M.
(2017). A Systems Perspective on Markets — Toward a Research Agenda. Journal of
Business Research, 79, 260–268. https://doi.org/10.1016/j.jbusres.2017.03.011
Vitell, S. J. i Hunt, S. D. (2015). The General Theory of Marketing Ethics: The Consumer
Ethics and Intensions Issues. W: A. Nill (red.), Handbook on Ethics and Marketing (s.
15–37). Glos: Edward Elgar Publishing. https://doi.org/10.4337/9781781003435.00009

White, P. D. i Slater, C. C. (red.). (1978). Macro-Marketing: Distributive Processes from
Societal Perspective: An Elaboration of Issues. Boulder: University of Colorado, Graduate
School of Business Administration.
Wilkie, W. L. (2019). Advancing the Study of Marketing's Impact of Society. W: A.
Parvatiyar i R. Sisodia (red.), Handbook of Advances in marketing in an Era of Disruptions
(s. 39–50). London: SAGE Publications. https://doi.org/10.1177/00222429990634s118
Wilkie, W. L. i Moore, E. S. (1999). Marketing's Contribution to Society. Journal of
Marketing, 63 (Special Issue), 198–199.
Wilkie, W. L. i Moore, E. S. (2014). A Larger View of Marketing. Marketing's Contributions
to Society. W: P. E. Murphy i J. F. Sherry Jr. (red.), Marketing and the Common Good:
Essays from the Notre Dame on Social Impact (s. 13–40). Oxon: Rotledge.
Wooliscroft, B., Tamilia, R. D. i Shapiro, S. J. (red.). (2006). Twenty First Century Guide to
Aldersonian Marketing Thought. Boston, MA: Springer. https://doi.org/10.1007/0-387-28181-
9
Zif, J. (1980). A Managerial Approach to Macromarketing. Journal of Marketing, 44(1),
36–45. https://doi.org/10.1177/002224298004400105

Cena artykułu
16.00
Marketing i Rynek nr 4/2020
59.90
Wersja elektroniczna
59.90
Prenumerata
744.00 zł
558.00
zamów prenumeratę