Macromarketing Perspective on Alternative Economies

Toward the Institutionalization of Macromarketing: Sustainable Enterprise, Sustainable Marketing, Sustainable Development, and the Sustainable Society

Major events in the institutionalization of macromarketing include (1) the series of macromarketing conferences that began at the University of Colorado in 1976, (2) the founding of the Journal of Macromarketing in 1981, and (3) the establishment of the Macromarketing Society in 2004. This article focuses on the continuing institutionalization of macromarketing by providing a commentary on Mark...

The Search for a Dominant Logic A Macromarketing Perspective

Automotive Remanufacturing in the Circular Economy in Europe: Marketing System Challenges

Circular systems of reuse and recycling may stimulate resource conservation and thereby more sustainable outcomes for marketing systems. Automotive remanufacturing serves as a specific circular marketing system of reuse. However, supply shortages challenge the European remanufacturing marketing system, and current research focuses on micromarketing perspectives in this context. This study addre...

A Perspective on Promoter Ownership and Market Reaction to Corporate News: Evidence from India

C orporate governance structures in the wake of observed differences in firm ownership structures in developed markets and emerging market economies are distinct. In this paper, we examine the effect of an ownership structure of firms on the market reaction to corporate news flows in the context of emerging market economies like India. We observe the price and volume movements associ...

Frederick Breyer : Contemporary Theory and Method in a Distant Past ?

A review of two key texts by Ralph Breyer in the 1930s reveals a view of the structure and functioning of the marketing system that resonates well with modern theories of business ecology and complexity. I use the review to raise a number of issues regarding the nature of marketing systems, how marketing should be taught and the nature of the strategic problems confronting managers operating in...