Research Issues in Macro‐Marketing: A Blueprint for Progress

Abstract

Develops an approach to the discipline of macro‐marketing as a means for discussion. Approaches the task of agenda by considering: scope and domain of macro‐marketing; classification of research issues at a general level; and major macro‐marketing issues facing different groups in various developed and underdeveloped countries. Concludes that the promise of macro‐marketing as an emergent field is a function of the research directions this field takes; suggests, further, that these directions are a product of social processes and therefore not a matter of prescription or infallible predictions.

Citation

Dholakia, N. and Nason, R.W. (1984), "Research Issues in Macro‐Marketing: A Blueprint for Progress", European Journal of Marketing, Vol. 18 No. 1, pp. 41-55. https://doi.org/10.1108/EUM0000000004720