A New Level of Marketing Thinking – Macromarketing (1)

Abstract:

In this paper we address the role of marketing in society by approaching the concept of macromarketing. We intend to examine the core aspects of the concept based on the investigation of the academic literature. We are trying to analyze the concept in connection other concepts like society, quality of life, human welfare and to delineate the framework within they are connected. The purpose of this paper is to put the bases for further research regarding the field.