Macromarketing: Past, Present, and Possible Future

In this article, we offer an overview of macromarketing from the mid-1960s to the present. Based on this overview, we describe examples of the system elements that have been of interest in researching marketing systems (including those that relate to the environment and the components, attributes, and outcomes of marketing systems). Next, we consider where the field stands today and discuss twelve challenges in macromarketing that compose a possible scenario for future research. Finally, we note the scenario's links to intellectual and normative traditions in the field, its potential relevance for macromarketing scholarship, and its limitations.

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	Grossbart, Sanford L Emeritus Expertise: Consumer Socialization Information Technology & the Family Marketing Communication International Consumerism Macromarketing Marketing CBA 332 P.O. Box 880492 University of Nebraska-Lincoln Lincoln, NE 68588-0492, USA Phone: (402) 472-2359 Fax: (402) 472-9777 sgrossbart1@unl.edu	Grossbart, Sanford L	Marketing