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Four Volume Set
Edited by:

September 2009 | 1 712 pages | SAGE Publications Ltd

The macro side of marketing takes the subject beyond the realm of commerce and into the wider societal context, looking at the marketing process in its entirety. We have long been suspicious of the negative side of the marketing process, exemplified in credit card debt, poor diet, smoking, and alcohol abuse. But on the other hand consumer choice, public service information, and the encouragement of innovation and creativity are also ways in which marketing affects the social and environmental sphere, in ways that scholars are only beginning to fully investigate. The study of macromarketing, with its focus on how marketing and society inform each other, is increasingly seen as the fastest growing direction in marketing education.

This four-volume set takes on these questions from every angle, and to date is the only authoritative collection of the most important writing published in the field. It surveys the history of the discipline, before pushing the boundaries of macromarketing scholarship with work on contemporary topics such as Islamic marketing ethics, pharmaceutical marketing, the Fair Trade movement, and the role of marketing in the developing world. In addition, the broad intellectual interests of the international editorial board incorporate papers of cross-disciplinary influence that might not be on the radar of marketing academics.

Volume 1

Part 1: The Domain of Macromarketing
The Macromarketing/Micromarketing Dichotomy: A taxonomical model

Shelby D Hunt and John Burnett
Macromarketing: Past, present and possible future

Roger A. Layton and Sanford Grossbart
Macromarketing as a Pillar of Marketing Thought

William W. Wilkie and Elizabeth S. Moore
Focusing the Future of Macromarketing

Mark Peterson
Marketing as Constructive Engagement

C.J. Shultz
Part 2: The Intellectual Roots of Contemporary Macromarketing
Emerging Macromarketing Concepts: From Socrates to Alfred Marshall

D.F. Dixon
Pre-Aldersonian Antecedents to Macromarketing: Insights from the textual literature

Ronald Savitt
Marketing: Management technology or social process?

Daniel, J. Sweeney
Criteria for a Theory of Responsible Consumption

George Fisk
The Visions of Charles C. Slater: Social consequences of marketing

Robert W. Nason and Phillip D. White
The Political Economy of Marketing Systems: Reviving the institutional approach

Johan Arndt
Reflection and Retrospection: Searching for visions in marketing

George Fisk
Part 3: Perceptions of the Market
Moral Views of Market Society

Marion Fourcade and Kieran Healy
Macromarketing as Agrology: Macromarketing theory and the study of the Agora

John D. Mittelstaedt, William E. Kilbourne and Robert A Mittelstaedt
Embedded Markets, Communities and the Invisible Hand of Social Norms

Rohit Varman and Janeen Arnold Costa
Part 4: Marketing Systems
Marketing Systems: A core macromarketing concept

Roger A. Layton
Market Institutions and Urban Food Supply in West and Southern Africa: A review

Gina Porter, Fergus Lyon and Deborah Potts
Rich Doctors and Poor Patients: Market failure and health care systems in developing countries

B.N. Ghosh
On Economic Growth, Marketing Systems and the Quality of Life

Roger A. Layton
Part 5: Marketing Externalities
The Social Consequences of Marketing: Macromarketing and public policy

Robert W. Nason
Market Mechanisms and the External Benefits of Consumption

Jack Cadeaux
The Harm Chain: A public policy development and stakeholder perspective

M.J. Polonsky, Carlson, L. and Fry, M-L.
Global Food Marketing Systems and Local Cultural Change in the Developing World

Terrence H. Witkowski
Are Biofuels Pro-poor? Assessing the evidence

J.S. Clancy
Volume 2
Part 6: Society's Impact on Markets and Marketing Systems
A Framework for Understanding the Relationships between Religions and Markets

John D. Mittelstaedt
When Policies and Marketing Systems Explode: An Assessment of food marketing in the war-ravaged Balkans and implications for recovery, sustainable peace, and prosperity

Clifford J. Shultz, T.J. Burkink, B. Grbac and N. Renko
'The marketplace, emerging technology and marketing theory'

George M. Zinkhan
The Politics of Marketing: Analyzing the parallel political marketplace

Michael D. Hutt, Michael P. Mokwa and Stanley J. Shapiro
Mobilizing Consumers to Take Responsibility for Global Social Justice

M. Micheletti and D. Stolle
Part 7: Marketing Ethics
Normative Perspectives for Ethically and Socially Responsible Marketing

Gene Laczniak and Patrick Murphy
The General Theory of Marketing Ethics: A revision and three questions

Shelby Hunt and Scott J. Vitell
International Marketing Ethics from an Islamic Perspective: A value-maximization approach

M. Saeed, Z.U. Ahmed and S-M. Mukhtar
Catholic Social Thought and Ethical Issues in Marketing

Thomas A. Klein and Gene R. Laczniak
Part 8: Distributive Justice
A Compendium of Inequality: The human development report

Jens Martens
Out of Sight and Out of Our Minds: What of those left behind in globalism?

R. Belk
International Human Rights and Consumer Quality of Life: An ethical perspective

Ronald Paul Hill, William F. Felice and Thomas Ainscough
Distributive Justice: Pressing questions, emerging directions and the promise of Rawlsian analysis

Gene R. Laczniak and Patrick E. Murphy
A Macromarketing Ethics Framework: Stakeholder orientation and distributive justice

O.C. Ferrell and Linda Ferrell
Fair Trade: Dynamic and dilemmas of a market oriented global social movement

John Wilkinson
Part 9: Quality of Life-A Macromarketing Perspective
Measuring Quality of Life: Economic, social and subjective indicators

Ed Diener and Eunkook Suh
Technological Achievement and Human Development

R.P. Hill and K.K. Dhanda
Quality-of-Life (QOL) Marketing: Proposed antecedents and consequences

Dong-Jin Lee and M. Joseph Sirgy
Comparative Marketing Measures of Societal Quality of Life: Substantive dimensions in 186 countries

Mark Peterson and Naresh K. Malhotra
Part 10: Toward Socioeconomic Development
New Directions in Development Thinking

United Nations Development Programme
Amartya Sen's Contribution to Development Thinking

Frances Stewart and Severine Deneulin
Human Development and Humane Consumption: Well-being beyond the "Good Life"

G liz Ger
How to Help Poor Countries

Nancy Birdsall, Dani Rodrik and Arvind Subramanian
Volume 3
Part 11: Controversies in Development 1: Benefits from Freer Trade? The Doha Round
Challenges to the Multilateral Trading System

Peter Sutherland
Developing Countries and the Collapse of the Doha Round

Yilmas Aky z, William Milberg and Robert Wade
'Dispelling Some Misconceptions about Agricultural Trade Liberalization'

Stephen Tokarick
The Limited Promise of Agricultural Trade Liberalization

Timothy A. Wise
Part 12: Controversies In Development 2: The Role of International Development Assistance
Report of the UN Millennium Project "Investing in Development"

Jens Martens
Investing in Development: The millennium development goals, aid and sustainable capital accumulation

Roy Rathin and Antoine Heuty
Making Aid Work

Abhijit Vinayak Banerjee
Was Development Assistance a Mistake?

William Easterly
Growth, Poverty Reduction and Development Assistance in Asia: Options and prospects

John Farrington and Jeremy Clarke
Part 13: Controversies in Development 3: Economic Growth & Reduced Poverty
Halving Global Poverty

Timothy Besley and Robin Burgess
Growth, Inequality and Poverty: Some hard questions

Ravi Kanbur
Poverty and Economic Policy: What happens when researchers disagree?

Andrew Sumner and Meera Tiwari
On the Links between Globalization and Poverty

Ann Harrison and Margaret McMillan
Globalization and Rural Poverty

Pranab Bardhan
Part 14: Controversies in Development 4: Challenges in Globalization
Antiglobal Challenges to Marketing in Developing Countries: Exploring the ideological divide

Terrence H. Witkowski
Globalization's Missing Middle

Geoffrey Garrett
The Hijacking of the Development Debate: How Friedman and Sachs got it wrong

Robin Broad and John Cavanagh
Is Globalization Working?

David Singh Grewal
Stiglitz and his Discontent

Timothy Koechlin
Critiquing the Critics of Economic Globalization

Michael J.Trebilcock
Part 15: Transition Economies and Macromarketing
What the Change of System from Socialism to Capitalism Does and Does Not Mean

János Kornai
Transition Economies: Performance and challenges

Jan Svejnar
Marketing and Development in the Transition Economies of Southeast Asia: Policy explication, assessment and implications

Clifford J. II Shultz and Anthony Pecotich
Choosing Success: The lessons of East and Southeast Asia and Vietnam's future, a policy framework for Vietnam's socioeconomic development 2011-2020

David Dapice et al.
Volume 4
Part 16: Marketing and Development
Marketing and Development: Macromarketing perspectives

Thomas Klein and Robert Nason
Social Marketing and Development

Ruby Roy Dholakia and Nikhilesh Dholakia
Globalization and Development: An expanded macromarketing view

William E.Kilbourne
Evidence of Microfinance's Contribution to Achieving the Millennium Development Goals

Christopher Dunford
Part 17: Marketing and Societal Development: Issues and Approaches
Alleviating Poverty: A macro/micro marketing perspective

Phillip Kotler, Ned Roberto and Tony Leisner
"AIDS is Not a Business" A Study in Global Corporate Responsibility - Securing Access to Low-cost HIV Medications

William Flanagan and Gail Whiteman
The Fortune at the Bottom of the Pyramid

C.K. Prahalad and Stuart L. Hart
The Mirage of Marketing to the Bottom of the Pyramid: How the private sector can help alleviate poverty

Aneel Karnani
Marketing the Hegemony of Development: Of pulp fictions and green deserts

Steffen Böhm and Vinicius Brei
Cross-Cultural Consumer/Consumption Research: Dealing with issues emerging from globalization and fragmentation

T. Bettina Cornwell and Judy Drennan
Part 18: Fair Shares and Equal Sacrifice? 1. Sustainable Consumption
Consumption in a Global Village - Unequal and Unbalanced

United Nations Development Programme
Sustainable Consumption and the Quality of Life: A macromarketing challenge to the dominant social paradigm

William H. Kilbourne, Pierre McDonagh and Andrea Prothero
Live Better by Consuming Less: Is there a dividend in sustainable consumption?

Tim Jackson
Sustainable Household Consumption in Europe?

Lars Fogh Mortensen
Part 19: Fair Shares and Equal Sacrifice? 2. Global Warming
Climate Change 101: International action

Pew Center on Global Climate Change
Equity and Climate: In principle and practice

John Ashton and Xueman Wang
An Overview of Climate Change: What does it mean for our way of life? What is the best future we can hope for?

Neva Goodwin
Part 20: In Conclusion: Dealing with the Problems of the Commons
Marketing and the Tragedy of the Commons: A synthesis, commentary, and analysis for action

Clifford J. Shultz and Morris B. Holbrook

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ISBN: 9781848607040