Naslov
Staying the Macromarketing Course and Expanding Boundaries

Autori
Shultz, Clifford J. II

Izvornik
Journal of macromarketing (0276-1467) 24 (2004); 3-5

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, izvorni znanstveni rad, znanstveni

Ključne riječi
Macromarketing Course; Expanding Boundaries

Sažetak
The article presents a brief view of the "Journal of Macromarketing (JMM)" which is now in its twenty-fourth year of publication. It remains the preeminent scholarly outlet for meaningful research that examines marketing and society, marketing systems, marketing phenomena in the aggregate, marketing history, and marketing's effects on quality of life. It would be helpful to reflect on the genesis of JMM and to recap some thoughts expressed in editorial statements, particularly ideas pursuant to the mission, scope, and evolution of macromarketing and the Journal. The major goal of JMM is to provide a forum in which people can debate and clarify the role of marketing in society. To accomplish this it is hoped to identify social issues on which improvements in knowledge can lead to improvements in the way resources are managed in private and public organizations to serve society's interest. Examples of these issues include environmental deterioration and renewal, economic development of national economies and the influence of marketing on quality of life

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA