Interpreting Macromarketing: The Construction of a Major Macromarketing Research Collection

摘要

This commentary introduces a four-volume tome, Macromarketing, a major research collection for which the authors served as editors. Equity, poverty, and societal development were the primary foci. A lengthy vetting process resulted in eighty articles for inclusion. Among them are articles recently published in the Journal of Macromarketing; most of the articles however are drawn from economics, foreign policy, sociology, and the literature of other disciplines. This eclectic mix reveals other fields and leading scholars in them who share interests with macromarketers. The table of contents and organizational structure of the tome are presented in Table 1. Influential articles that "just missed the cut" for reasons explained in the commentary are included in Table 2.