Sustainable Development of Markets and Marketing Systems in a Globalized World

摘要

Macromarketing has become an established domain of marketing science. But still little is known about the linkages between the practices of individuals and organizations as actors in markets on the one and the market process as an overall coordination mechanism on the other hand. Furthermore, modern marketing systems are characterized by an increasing importance of consumer and business services as well as of global supply chains. Accompanied by a growing weight of emergent markets new challenges for the sustainable development of markets and marketing systems in a globalized word arise.