Emerging macromarketing concepts: from Socrates to Alfred Marshall

摘要

Intellectual history concerns efforts to understand the world in which we live. The development of macromarketing concepts is part of intellectual history because the relationship between the market and other social institutions has had a significant impact upon people's lives. As the analytical focus shifted from the Socratic Philosophers' interest in the "good life" to that of the late medieval nation builders, new macromarketing concepts emerged. As the social sciences developed, theories of human behavior were integrated with earlier work and reflected increasing specialization in the market. By the beginning of the twentieth century, models integrating micro- and macromarketing had become part of the general economics literature.