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Dr Jacek Kamiński
Dr Jacek Kamiński
ORCID: 0000-0001-7376-8190

Jacek Kamiński is a doctor of human sciences in the field of history (PhD), graduate of the Institute of Political Sciences at the University of Wroclaw, study direction political sciences (M.A.) and doctoral studies in the area of management in Norwegian School of Economics and Business Administration (NHH) in Bergen, Norway, where he received the title of Master of Science in Business Administration (equivalent to All But Dissertation in Administration (ABD) in USA). In his professional work related on the permanent basis with universities of economics; specialized in problems of social aspects of management and marketing. Business coach and advisor of businesses and public institutions. Employed on the job of independent scholar in the Faculty of Economic and Technological Sciences in the Pope John Paul II National College at Biala Podlaska, in the Chair of Economics and Management. Participated in many research projects, some of them financed by the European Union. Author of over one hundred twenty scientific publications dedicated to problems of his area of interest and published in the Polish and foreign scientific magazines; author of books: “Negocjowanie. Techniki rozwiązywania konfliktów” (Negotiating. Conflict solving techniques, Poltext 2003) and “Negocjacje w działalności marketingowej przedsiębiorstw” (Negotiation in marketing activities of enterprises, University of Bialystok press, 2006), and a series of several dozen articles in “Marketing i Rynek” monthly magazine (for which he also works as reviewer). His current interests focus around the history of marketing thought, theory of marketing and macro-marketing.

 
DOI: 10.33226/1231-7853.2020.4.1
JEL: M31

The article aims to define the definition of macromarketing and to identify the basic areas of macromarketing interest. The review of the macromarketing definition allowed for the adoption of the macromarketing definition, which was proposed by S.D. Hunt and is widely accepted by the environment dealing with this issue. According to Hunt, "macromarketing refers to the study of marketing systems, the impact and consequences of marketing systems on society and the impact and consequences society on marketing systems". Defining the concept of macromarketing is the starting point to describe six research areas of macromarketing. These include research on: marketing history, competition and market, global policy and environment, marketing ethics and distribution justice, marketing and development, and quality of life.

Keywords: marketing; macromarketing; competition; ethics; society