The Five Stages of the Macromarketing Field of Study: From Raison D'etre to Field of Significant Promise. (March 2021)

• Record Type: Journal Article
• Authors: Hunt, Shelby D.; Hass, Ashley; Manis, Kerry T.
• Other Names: Shultz Clifford J. guest-editor.; Wilkie William L. guest-editor.
• Is Part Of: Journal of macromarketing. Volume 41:Number 1(2021)
• Page Start: 10
• Page End: 24
• Publication Date: 2021-03
• Subjects: macromarketing -- macromarketing's future -- marketing history -- macromarketing's institutionalization -- macromarketing community; Marketing -- Periodicals; Marketing -- Social aspects -- Periodicals; 658.802
• DOI: 10.1177/0276146721990987
• Languages: English
• ISSNs: 0276-1467

Abstract

This article contributes to the macromarketing field of study by tracing its evolution through five distinct stages. (1) In Era I (1900-1920), macromarketing was the raison d'etre of the marketing discipline. (2) In Era II (1920-1950), macromarketing became the marketing discipline's central focus. (3) In Era III (1950-1980), marketing management displaced macromarketing as the discipline's central focus, but macromarketing continued to be an important part of the discipline. (4) In Era IV (1980-2020), macromarketing became one of four, major, institutionalized fields of study in the marketing discipline, with the others being consumer behavior, quantitative/modeling, and marketing management/strategy. (5) In Era V (2020-?), macromarketing is well-positioned to be not only a major field within the marketing discipline, but also a field of significant promise.