What is the theory macromarketing? Could you provide me with a
variables that apply to the theory and who developed it. How can it be
applied to developing countries?

Dear pigs0267,

Thanks for your question.  First, let me request that if any of the
following is unclear or if you require any further research – please
don’t hesitate to ask me for a clarification.

You had basically asked four different questions –

1.	What is the theory macromarketing?
2.	Who developed the theory?
3.	Could you provide me with variables that apply to the theory?
4.	How can it be applied to developing countries?

The Theory of Macromarketing
+++++++++++++++++++

Traditionally, marketing has to do with the planning, implementation
and control of the market activities of individual firms and
organizations when viewed from a management and strategic perspective.

Macromarketing focuses on the interrelationship between the individual
and society.

The following definition is attributed to George Fisk, past editor of
the Journal of Macromarketing (source: "Editor's Working Definition of
Macromarketing," Journal of Macromarketing, Vol.2, No.1, Spring 1982,
p.3) –

Macromarketing is generally defined as:

1. the impact and consequences of micromarketing actions on society
(marketing externality),

2. the impact and consequences of society on marketing systems and
actions (social sanctions), and

3. (and) the understanding of marketing systems in their aggregate
dimensions (macrosystems analysis).

All of the above is loosely adopted from –

http://yaksi.eco.saitama-u.ac.jp/~usui/macro_e.html

The Norwegian School of Economics and Business Administration offers
the following definition –

“Marketing activities by individual firms impact our society in a
variety of ways. The study of Macromarketing focuses on subjects like
economic development, marketing and the environment, consumerism and
issues of ethics and justice in business etc. Macromarketing is also
concerned with the study of marketing systems, the interaction of
multiple firms in value chains, networks and the like.”

http://www.nhh.no/research/publications/1997/ommark.htm

And yet one more definition –

Macromarketing, an approach developed in the late 1970s, considers the
systemic effects of companies’  marketing activities on societies and
humanity as a whole.

www.tuta.hut.fi/.../Isib/TU-91.108/kurssimateriaali/021004_TU91108_Tikkanen_Marketing_Milestones.pdf



Who Developed the Theory of Macromarketing?
++++++++++++++++++++++++++++++++++

Macromarketing as a stream within the broader study of marketing was
established in the US during the latter half of the 1970s.  The
Journal of Macromarketing, the preeminent journal in this field, was
first published in 1981 at the University of Colorado.  The first
macromarketing seminar was held in 1976.

It seems that this area is most commonly attributed to George Fisk,
who first discussed macromarketing in a paper he wrote in 1971 –

Fisk, George (1971).
“New Criteria for Evaluating the Social Performance of Marketing” 
New Essays in Marketing Theory
edited by George Fisk, Boston, MA: Allyn and Bacon, pp. 440-441


Variables that Apply to the Theory
++++++++++++++++++++++++

Most variables that apply to macromarketing are “quality of life”
(QOL) type variables such as customer satisfaction from a given
product or service.  Typically, they are even more broadly defined,
e.g. –
+ Satisfaction
+ Happiness
+ Psychological well-being

Individuals’ well being can also be assessed from widely available
data such as –
+ labor market status
+ physical health
+ marital status
+ number of children
+ usual demographic variables: sex, age and education

QOL can also be assessed from macro-level social indicators such as
growth, literacy, unemployment levels etc.

More info on the variables measured in macromarketing work can be
found at –

http://216.239.51.100/search?q=cache:XSK40VLkUbEC:www.econ.upf.es/deehome/what/available/studium.htm+variables+macromarketing&hl=en&ie=UTF-8


How can it be applied to developing countries?
+++++++++++++++++++++++++++++

The following articles should be of interest to you –

In Journal of Macromarketing, V 15 I 1 spring 1995 -
Market Evolution in Developing Countries:
The Unfolding of the Indian Market, by Subhash C. Jain
Reviewed by Rajan Chhibba

In Marketing in the Third World. New York: Praeger. pp. 12-52 -
Kaynak, Erdener, 1982.

"General Features of Marketing in Less Developed Countries."


Interesting article from an anthropological perspective –

Emulation and Global Consumerism
Richard Wilk
Department of Anthropology
Indiana University
http://www.indiana.edu/~wanthro/nrc2.html


I hope this response adequately addresses your request.  Please let me
know if you are in need of additional information concerning this
query.

Thanks,
ragingacademic-ga


References:

How Tourism Services Impact Travelers Quality of Life (QOL): 
A Macromarketing Perspective 
Janet D. Neal, Ph.D. 
The University of North Carolina at Greensboro 
Greensboro, North Carolina, USA 
www.ttra.com/pub/uploads/024.pdf

Kaynak, Erdener, 1982.
"General Features of Marketing in Less Developed Countries."
In Marketing in the Third World. New   York: Praeger. pp. 12-52. 


Search Strategy:

"variables in macromarketing"
variables macromarketing
"macromarketing variables"
"macromarketing is"
"what is macromarketing"
macromarketing
macromarketing “developing countries”

---

Request for Answer Clarification by pigs0267-ga on 11 Mar 2003 11:43 PST

Thank you very much for your answer. Would it be possible find a
research article on Macromarketing in developing countries. Thats what
I am looking for. Thanks

---

Clarification of Answer by ragingacademic-ga on 28 Mar 2003 11:23 PST

pigs0267 -

Apologies for the hiatus, I've been away for a bit.

Here are some articles that may address what you are seeking -

1.   Salaula: The World of Secondhand Clothing and Zambia; Robert
Mittelstaedt; Journal of Macromarketing, Boulder; Dec 2002; Vol. 22,
Iss. 2; pg. 187, 2 pgs

2.   Prospects for developing country exports of services to the year
2010: Projections and public policy implications; Philemon Oyewole;
Journal of Macromarketing, Boulder; Jun 2001; Vol. 21, Iss. 1; pg. 32,
15 pgs

3.   A test of the validity of the "Developing Country" analogy for
the African American community; Carter, Forrest S; Journal of
Macromarketing, Boulder; Spring 1996; Vol. 16, Iss. 1; pg. 25, 23 pgs

4.   Market Evolution in Developing Countries: The Unfolding of the
Indian Market; Chhibba, Rajan; Journal of Macromarketing, Boulder;
Spring 1995; Vol. 15, Iss. 1; pg. 116, 2 pgs

5.   Investigating the Relationship Between Marketing and Overall
Satisfaction with Life in a Developing Country; Leelakulthanit, Orose;
Day, Ralph; Walters, Rockney; Journal of Macromarketing, Boulder;
Spring 1991; Vol. 11, Iss. 1; pg. 3, 21 pgs

6.   Rejoinder to Comments by Boddewyn and Meade Regarding "A
Macroeconomic Study of the Effects of Promotion on the Consumption of
Infant Formula in Developing Countries"; Graham, John L.; Gilly, Mary
C.; Journal of Macromarketing, Boulder; Spring 1989; Vol. 9, Iss. 1;
pg. 42, 3 pgs

7.   Comments on Gilly and Graham's "A Macroeconomic Study of the
Effects of Promotion on the Consumption of Infant Formula in
Developing Countries"; Comment on Infant Formula: Trees or Forest?;
Boddewyn, Jean J.; Meade, Bill; Journal of Macromarketing, Boulder;
Fall 1988; Vol. 8, Iss. 2; pg. 40, 6 pgs

8.   A Macroeconomic Study of the Effects of Promotion on the
Consumption of Infant Formula in Developing Countries; Gilly, Mary C.;
Graham, John L.; Journal of Macromarketing, Boulder; Spring 1988; Vol.
8, Iss. 1; pg. 21, 11 pgs

9.   Fostering Development Through Backward Integration in Import
Channels; Klein, Saul; Journal of Macromarketing, Boulder; Spring
1986; Vol. 6, Iss. 1; pg. 17, 11 pgs

I hope this helps.

regards, 
ragingacademic