Macromarketing: Past, Present, and Possible Future

In this article, we offer an overview of macromarketing from the mid–1960s to the present. Based on this overview, describe examples of the system elements that have been of interest in researching marketing systems (including those that relate to the environment and the components, attributes, and outcomes of marketing systems). Next, we consider where the field stands today and discuss twelve challenges in macromarketing that compose a...