Zakres makromarketingu jako subdyscypliny nauki o marketingu

• Authors: Jacek Kamiński

Title variants

EN

The scope of macromarketing as subdiscipline of marketing science

Abstracts

EN

The article aims to define the definition of macromarketing and to identify the basic areas of macromarketing interest. The review of the macromarketing definition allowed for the adoption of the macromarketing definition, which was proposed by Hunt and is widely accepted by the environment dealing with this issue. According to Hunt, "macromarketing refers to the study of marketing systems, the impact and consequences of marketing systems on society and the impact and consequences society on marketing systems". Defining the concept of macromarketing is the starting point to describe six research areas of macromarketing. These include research on: marketing history, competition and market, global policy and environment, marketing ethics and distributio

PL

Artykuł ma na celu określenie definicji makromarketingu oraz zidentyfikowanie podstawowych obszarów zainteresowania makromarketingu. Przeprowadzony przegląd definicji makromarketingu pozwolił na przyjęcie definicji makromarketingu, która została zaproponowana przez Shelby D. Hunta i jest powszechnie akceptowana przez środowisko zajmujące się tą problematyką. Według Hunta „makromarketing odnosi się do badania: systemów marketingowych, oddziaływania i konsekwencji oddziaływania systemów marketingowych na społeczeństwo oraz społeczeństwa na systemy marketingowe”. Zdefiniowanie pojęcia makromarketingu jest punktem wyjścia do opisania sześciu obszarów badawczych makromarketingu. Należą do nich badania dotyczące: historii marketingu, konkurencji i rynku, polityki globalnej i środowiska, etyki marketingu i sprawiedliwości dystrybucyjnej, marketingu i rozwoju oraz jakości życia.

Keywords

PL

marketing; makromarketing; konkurencja; etyka; społeczeństwo

EN

marketing; macromarketing; competition; ethics; society

• Publisher: Polskie Wydawnictwo Ekonomiczne
• Journal: Marketing i Rynek
• Year: 2020
• Issue: 4
• Pages: 3-15

Dates

published

2020

Contributors

author

Jacek Kamiński

• Państwowa Szkoła Wyższa im. Papieża Jana Pawła II w Białej Podlaskiej

• https://orcid.org/0000000173768190

References

• Baker, M. J. (2016). Marketing: Philosophy or Function? W: M. J. Baker i M. Saren (red.), Marketing Theory (s. 3–30). London: Sage. https://doi.org/10.4135/9781446280096.n1
• Chabowski, B. R., Mena, J. A. i Gonzalez-Padron, T. L. (2011). The Structure of Sustainability Research in Marketing 1958–2008: A Basis for Future Research Opportunities. Journal of the Academy of Marketing Science, 39(1), 55–70. https://doi.org/10.1007/s11747-010-0212-7
• Dholakia, N. i Nason, R. W. (1984). Research Issues in Macro-Marketing: A Blueprint for Progress. European Journal of Marketing, 18(1), 41–55. https://doi.org/10.1108/EUM0000000004720
• Dixon, D. F. (1982). The Ethical Component of Marketing: An Eighteenth-Century View. Journal of Macromarketing, 2(1), 38–46. https://doi.org/10.1177/027614678200200108
• Drucker, P. F. (1958). Marketing and Economic Development. Journal of Marketing, 22(3), 252–259. https://doi.org/10.1177/002224295802200302
• Ferrell, O. C. i Ferrell, L. (2008). A Macromarketing Ethics Framework: Stakeholder Orientation and Distributive Justice. Journal of Macromarketing, 28 (2), 24–32. https://doi.org/10.1177/0276146707311290
• Ferrell, O. C., Gresman, L. G. i Fraedrich, J. (1989). A Synthesis of Ethical Models for Marketing. Journal of Macromarketing, 9(2), 55–64. https://doi.org/10.1177/027614678900900207
• Figueiredo, D., Chelekis, J., DeBerry-Space, B., Firat, A. F., Ger, G., Golefroit-Winkel, D., Kravets, O., Moisander, J., Nuttavuthis, K., Peoaloza, L. i Tadajewski, M. (2015). Developing Markets? Understanding the Role of Markets and Development at the Intersection of Marketing and Transformative Consumer Research. Journal of Macromarketing, 33(2), 257–271. https://doi.org/10.1177/0276146714543524
• Fisk, G. (1981). An Invitation to Participate in Affairs of the Journal of Macromarketing. Journal of Macromarketing, 1(1), 3–6. https://doi.org/10.1177/027614678100100101
• Fisk, G. (1995). Review of Regional Advantage: Culture and Competition in Silicon Valley and Route 128. Journal of Macromarketing, 15(1), 120–121. https://doi.org/10.1177/027614679501500115
• Hill, R. P., Felice, W. F. i Ainscough, T. (2007). International Human Rights and Consumer Quality of Life: An Ethical Perspective. Journal of Macromarketing, 27(4), 370–379. https://doi.org/10.1177/0276146707307128
• Hunt, S. D. (1976). The Nature and Scope of Marketing. Journal of Marketing, 40(3), 17–28. https://doi.org/10.1177/002224297604000304
• Hunt, S. D. (1981). Macromarketing as a Multidimensional Concept. Journal of Macromarketing, 1(1), 7–8. https://doi.org/10.1177/027614678100100102
• Hunt, S. D. (2011). On the Founding of the Journal of Macromarketing. Journal of Macromarketing, 3(2), 199–214. https://doi.org/10.1177/0276146710383283
• Hunt, S. D. i Burnett, J. J. (1982). The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model. Journal of Marketing, 46(3), 11–26. https://doi.org/10.1177/002224298204600305
• Hunt, S. D. i Vitell, S. (1986). The General Theory of Marketing Ethics. Journal of Macromarketing, 6(1), 5–16. https://doi.org/10.1177/027614678600600103
• Hunt, S. D. i Vitell, S. (2006). The General Theory of Marketing Ethics: A Revision and Three Questions. Journal of Macromarketing, 26(2), 143–153. https://doi.org/10.1177/0276146706290923
• Hutt, M. D., Mowka, M. P. i Shapiro, S. J. (1986). The Politics of Marketing: Analyzing the Parallel Political Marketplace. Journal of Marketing, 50(1), 40–51. https://doi.org/10.1177/002224298605000104
• Kamiński, J. (2012). Starożytne źródła myśli marketingowej. Rozprawy Społeczne, VI(2), 15–22.
• Kaufman, C. J. (1987). The Evaluation of Marketing in Society: The Han Dynasty of Ancient China. Journal of Macromarketing, 7(2), 52–64. https://doi.org/10.1177/027614678700700207
• Kilbourne, W. (2004). Globalization and Development: An Expanded Macromarketing View. Journal of Macromarketing, 24(2), 122–135. https://doi.org/10.1177/0276146704269303
• Kilbourne, W., McDonagh, P. i Prothero, A. (1997). Sustainable Consumption and the Quality of Life: A Macromarketing Challenge to the Dominant Social Paradigm. Journal of Macromarketing, 17(1), 4–24. https://doi.org/10.1177/027614679701700103
• Kilbourne, W., McDonagh P. i Prothero, A. (2018). Sustainable Consumption, Consumer Culture and the Politics of a Megatrend. W: O Kravets, P. Maclaran, S. Miles i A. Venkatersh (red.), The SAGE Handbook of Consumer Culture (s. 478– 498). London: SAGE. https://doi.org/10.4135/9781473998803.n27
• Kindra, G. S. (red.). (2014). Marketing in Developing Countries. London/New York: Routledge. https://doi.org/10.4324/9781315761947
• Klein, T. A. i Nason, R. W. (2001). Marketing and Development: Macromarketing Perspectives. W: P. N. Bloom i G. T. Gundlach (red.), Handbook of Marketing and Society (s. 263–297). Thousand Oaks, Ca.: Sage Publications. https://doi.org/10.4135/9781452204765.n12
• Kotler, P. i Levy, S. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33(1), 10–15. https://doi.org/10.1177/002224296903300103
• Kumar, V. (2015). Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For. Journal of Marketing, 79(1), 1–9. https://doi.org/10.1509/jm.79.1.1
• Kumcu, E. i Kumcu, M. E. (1987). Determinant of Food Retailing in Developing Countries: The Case of Turkey. Journal of Macromarketing, 7(2), 26–40. https://doi.org/10.1177/027614678700700205
• Laczniak, G. R. (1983). Framework for Analyzing Marketing Ethics. Journal of Macromarketing, 3(1), 7–18. https://doi.org/10.1177/027614678300300103
• Laczniak, G. R. i Murphy P. R. (2006). Normative Perspectives for Ethical and Socially Responsible Marketing. Journal of Macromarketing, 26(2), 154–177. https://doi.org/10.1177/0276146706290924
• Laczniak, G. R. i Murphy P. R. (2008). Distributive Justice: Pressing Questions Emerging Directions and the Promise of Rawisian Analysis. Journal of Macromarketing, 28(2), 5–11. https://doi.org/10.1177/0276146707312214
• Laczniak, G. R. i Murphy P. E. (2012). Stakeholder Theory and Marketing: Moving from a Firm-Centric to a Societal Perspective. Journal of Public Policy & Marketing, 31(2), 284–292. https://doi.org/10.1509/jppm.10.106
• Laczniak, G. R. i Murphy P. E. (2019). The Role of Normative Marketing Ethics. Journal of Business Research, 95(February), 401–407. https://doi.org/10.1016/j.jbusres.2018.07.036
• Laczniak, G. R. i Santos, N. J. C. (2018). Gross National Happiness (GNH). Linkages to and Implications for Macromarketing. Journal of Macromarketing, 38(3), 331–340. https://doi.org/10.1177/0276146718787600
• Layton, R. (2015). Marketing, Marketing Systems, and The Framing of Marketing History. Journal of Historical Research of Marketing, 7(4), 549–572. https://doi.org/10.1108/JHRM-02-2015-0008
• Layton, R. A. i Grossbart, S. (2006). Macromarketing: Past, Present, and Possible Future. Journal of Macromarketing, 26(2), 193–213. https://doi.org/10.1177/0276146706294026
• Lee, D. J., Sirgy, M. J., Larsen, V. i Wright, D. (2002). Developing a Subjective Measure of Consumer Well-Being. Journal of Macromarketing, 22(2), 158–169. https://doi.org/10.1177/0276146702238219
• Mitchell, R., Wooliscroft, B. i Higham, J. (2010). Sustainable Market Orientation: New Approach to Managing Marketing Strategy. Journal of Macromarketing, 30(2), 160–170. https://doi.org/10.1177/0276146710361928
• Mittelstaedt, J. D., Kilbourne, W. E. i Shultz II, C. J. (2015). Macromarketing Approaches to Thought Development in Positive Marketing: Two Perspectives on Research Agenda for Positive Marketing Scholars. Journal of Business Research, 68(12), 2513–2516. https://doi.org/10.1016/j.jbusres.2015.06.038
• Moyer, R. (1972). Macromarketing: A Social Perspective. New York: John Wiley & Sons.
• Nason, R. W. (2010). The Legacy of Charles C. Slater. Journal of Macromarketing, 30(3), 278–292. https://doi.org/10.1177/0276146710372225
• Nason, R. W. i White, P. D. (1981). The Vision of Charles C. Slater: Social Consequences of Marketing. Journal of Macromarketing, 1(2), 4–18. https://doi.org/10.1177/027614678100100203
• Peterson, M. (2006). Identifying Quality of Life Priorities for Societal Development: Using a Marketing Orientation. Journal of Macromarketing, 26(1), 45–58. https://doi.org/10.1177/0276146705285682
• Peterson, M. i Gonzales-Padron, T. (2009). Teaching Macromarketing Graduate Courses During a Time of Economic Crisis. Journal of Macromarketing, 29(4), 432–432. https://doi.org/10.1177/0276146709344954
• Rostow, W. W. (1965). The Concept of a National Market and Its Economic Growth Implications. W: P. D. Bennett (red.), Marketing and Economic Development (s. 11–20). Chicago: AMA.
• Schaefer, A. i Crane, A. (2005). Addressing Sustainability and Consumption. Journal of Macromarketing, 25(1), 76–92. https://doi.org/10.1177/0276146705274987
• Shapiro, S. J. (2006). Macromarketing: Origins, Development, Current Status and Possible Future Direction. European Business Review, 18(4), 307–321. https://doi.org/10.1108/09555340610677516
• Shapiro, S. J. (2012). Macromarketing Teaching Materials. A Forty-Year Retrospective. Journal of Macromarketing, 32(4), 412–416. https://doi.org/10.1177/0276146712455336
• Shaw, E. H. (1995). The First Dialogue on Macromarketing. Journal of Macromarketing, 15(1), 7–20. https://doi.org/10.1177/027614679501500103
• Shaw, E. H. (2014). The Marketing Institution by Ralph F. Breyer (1934). Journal of Historical Research in Marketing, 6(3), 449–454. https://doi.org/10.1108/JHRM-07-2013-0047
• Shultz, C. J. (2004). From the Editor: Staying the Macromarketing Course and the Expanding Boundaries. Journal of Macromarketing, 24(1), 3–5. https://doi.org/10.1177/0276146704264889
• Shultz, C. J. i Shapiro, S. J. (2014). Constructive Engagement, Macromarketing, and Humanistic Marketing. W: R. J. Varey i M. Pirson (red.), Humanistic Marketing (s. 176–191). New York: Pelgrave Macmillan. https://doi.org/10.1057/9781137353290_14
• Sirgy, M. J., Samli, A. C. i Meadow, H. L. (1982). The Interface Between Quality of Life and Marketing: Theoretical Framework. Journal of Marketing & Public Policy, 1(1), 69–84. https://doi.org/10.1177/074391568200100106
• Sirgy, M. J., Lee, D. J. i Rahtz, D. (2007). Research on Consumer Well-Being: Overview of the Field and Introduction to Special Issue. Journal of Macromarketing, 27(4), 341–349. https://doi.org/10.1177/0276146707307212
• Slater, C. C. (red.). (1977). Macro-Marketing: Distributive Processes from Societal Perspective. Boulder: Graduate School of Business Administration, University of Colorado.
• Szetela, B. i Mental, G. (2016). May the Sharing Economy Create a New Wave of Globalization. World Economy and International Economic Relation, 16 (9–10), 31–34. https://doi.org/10.21003/ea.V161-07
• Tronvoll, B., Barile, S. i Caputo, F. (2018). A Systems Approach to Understanding the Philosophical Foundation of Marketing Studies. W: S. Barile, M. Pellicano i F. Polese (red.), Social Dynamics in a Systems Perspective (s. 1–18). New Economic Window, Cham (Switzerland): Springer International Publishing. https://doi.org/10.1007/978-3-319-61967-5_1
• Varey, R. J. (2010). Marketing Means and the Ends for Sustainable Society: A Welfare Agenda for Transformative Change. Journal of Macromarketing, 30(2), 112–126. https://doi.org/10.1177/0276146710361931
• Vargo, S. L., Koskela-Huotari, K., Baron, S., Edvardson, B., Reynoso, J. i Colurcio, M. (2017). A Systems Perspective on Markets - Toward a Research Agenda. Journal of Business Research, 79, 260–268. https://doi.org/10.1016/j.jbusres.2017.03.011
• Vitell, S. J. i Hunt, S. D. (2015). The General Theory of Marketing Ethics: The Consumer Ethics and Intensions Issues. W: A. Nill (red.), Handbook on Ethics and Marketing (s. 15–37). Glos: Edward Elgar Publishing. https://doi.org/10.4337/9781781003435.00009
• White, P. D. i Slater, C. C. (red.). (1978). Macro-Marketing: Distributive Processes from Societal Perspective: An Elaboration of Issues. Boulder: University of Colorado, Graduate School of Business Administration.
• Wilkie, W. L. (2019). Advancing the Study of Marketing's Impact of Society. W: A. Parvatiyar i R. Sisodia (red.), Handbook of Advances in marketing in an Era of Disruptions (s. 39–50). London: SAGE Publications. https://doi.org/10.1177/00222429990634s118
• Wilkie, W. L. i Moore, E. S. (1999). Marketing's Contribution to Society. Journal of Marketing, 63 (Special Issue), 198–199.
• Wilkie, W. L. i Moore, E. S. (2014). A Larger View of Marketing. Marketing's Contributions to Society. W: P. E. Murphy i J. F. Sherry Jr. (red.), Marketing and the Common Good: Essays from the Notre Dame on Social Impact (s. 13–40). Oxon: Rotledge.
• Wooliscroft, B., Tamilia, R. D. i Shapiro, S. J. (red.). (2006). Twenty First Century Guide to Aldersonian Marketing Thought. Boston, MA: Springer. https://doi.org/10.1007/0-387-28181-9
• Zif, J. (1980). A Managerial Approach to Macromarketing. Journal of Marketing, 44(1), 36–45. https://doi.org/10.1177/002224298004400105

Identifiers

DOI

10.33226/1231-7853.2020.4.1

Biblioteka Nauki

2054391