Abstract
This special session for the 2017 AMS World Marketing Congress focuses on the role of macromarketing in solving the world’s social, environmental, and economic issues. George Fisk once said that “The purpose of macromarketing is to save the world” (Fisk 2001). This session discusses the purpose and areas of macromarketing, expanding the knowledge of those who might be unfamiliar with macromarketing but wish to contribute to the field. Panel members will provide an overview of macromarketing foundations and research areas, such as quality of life, sustainability, ethics, history, and macro-social marketing. Lastly, a discussion on publishing in the associations journal, the Journal of Macromarketing, will provide an overview to those wishing to establish scholarship in the field. Overall, this session will provide a general overview of macromarketing to the Academy of Marketing Science community.
You have full access to this open access chapter, Download conference paper PDF
Similar content being viewed by others
This special session for the 2017 AMS World Marketing Congress focuses on the role of macromarketing in solving the world’s social, environmental, and economic issues. George Fisk once said that “The purpose of macromarketing is to save the world” (Fisk 2001). This session discusses the purpose and areas of macromarketing, expanding the knowledge of those who might be unfamiliar with macromarketing but wish to contribute to the field. Panel members will provide an overview of macromarketing foundations and research areas, such as quality of life, sustainability, ethics, history, and macro-social marketing. Lastly, a discussion on publishing in the associations journal, the Journal of Macromarketing, will provide an overview to those wishing to establish scholarship in the field. Overall, this session will provide a general overview of macromarketing to the Academy of Marketing Science community.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer International Publishing AG
About this paper
Cite this paper
Wooliscroft, B., Ganglmair-Wooliscroft, S., Kemper, J., Peterson, M., Kennedy, AM., Prothero, A. (2018). Special Session: Macromarketing Saving the World: An Abstract. In: Rossi, P., Krey, N. (eds) Marketing Transformation: Marketing Practice in an Ever Changing World. AMSWMC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-68750-6_36
Download citation
DOI: https://doi.org/10.1007/978-3-319-68750-6_36
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-68749-0
Online ISBN: 978-3-319-68750-6
eBook Packages: Business and ManagementBusiness and Management (R0)