Metric and Interpretive Explorations of Macromarketing

摘要

The Journal of Macromarketing is recognized as the leading scholarly outlet for research that examines the interactions among markets, marketing, and society. Since its inception in 1981, several types of articles have appeared in the Journal, including both conceptual and empirical studies. This research has made important contributions to our understanding of marketing, the function of markets, and their impacts on consumer, community, societal, national, and global well-being. A review of various methods used for studies published in JMM reveals eclectic research designs, measures, and interpretive techniques. Indeed, the scholarship published in the Journal indicates that macromarketers use a broad assortment of methodological tools. Accordingly, this special issue encourages scholars to consider ways to expand the macromarketing toolkit; to explore new metrics and interpretations; and to conduct meaningful research that examines the effects of markets and marketing on society, the impacts of social programs on marketing practice, and other aspects of marketing history, marketing systems, marketing phenomena in the aggregate, and marketing's implications for the quality of life.