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Macromarketing addresses big/important issues at the nexus of marketing and society. The principal scholarly outlet for macromarketing research is the Journal of Macromarketing.〔(Journal of Macromarketing )〕 In a more interconnected world of markets, marketers, and their stakeholders, macromarketing is an important mechanism to study both opportunities and shortcomings of marketing, and both its intended positive effects and unintended deleterious effects. Macromarketing therefore includes an optimistic perspective; it seeks functional mechanisms to enhance marketing processes and systems, to the benefit of the largest number of stakeholders, the world over. The following text borrows heavily from Shultz (2007a; 2007b). ==History of term== The definition of macromarketing can vary depending upon one’s source, but macromarketing typically is differentiated by its focus on aggregations and systems, and the way marketing processes within them affect and are affected by those systems and the society in which they function. Bartels and Jenkins (1977) suggested:"(M)acromarketing" should connote an aspect of marketing which is "larger" than what is otherwise considered….It has meant the marketing process in its entirety, and the aggregate mechanism of institutions performing it. It has meant systems and groups of micro institutions, such as channels, conglomerates, industries, and associations, in contrast to their individual component units…the social context of micromarketing, its role in the national economy, and its application to the marketing of noneconomic goods. It has also meant the uncontrollable environment of micro firms. Hunt (1981) suggested: macromarketing is a multidimensional construct, () refers to the study of (1) marketing systems, (2) the impact and consequence of marketing systems on society, and (3) the impact and consequence of society on marketing systems. Fisk (1981) added that macromarketing should be viewed as social process: (1) as a life-support system provisioning technology, (2) as a focus on quality and quantity of life-goals served by marketing, (3) as a technology for mobilizing and allocating resources, (4) and as a discipline concerned about the consequences of marketing, i.e., the spillover effects of marketing for those who may not seek or be aware of the intended or unintended activities of marketers. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Macromarketing」の詳細全文を読む スポンサード リンク
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