Toward a Theory of Macromarketing

Abstract

Abstract Macromarketing has not received the pedagogical attention and support it deserves because it lacks a well accepted theory. This paper attempts a theory of macromarketing based on the concept that purpose of macromarketing is, or ought to be, the development and maintenance of a harmonious relationship between marketing and society. A harmonious relationship requires both goal convergence (the what aspect) and process convergence (the how aspect) in any relationship. The paper suggests five determinants of goal convergence between marketing and society: sharedvision, convergent policy, cultural unity, mutual education, and common cause. It also suggests five determinants of process convergence between marketing and society: win‐win value creation, networked organization, mutual interdependence, mutually accepted practices, and frontline information systems. The role of macromarketing as a bridge between marketing and society is to research and practice goal and process convergence. Résumé Le macromarketing n'a pas recu l'attention pëdagogique et le soutien qu'il mërite parce qu'il n'est pas dëfini dans une thëorie bien acceptëe. L'article propose une thëorie du macromarketing fondëe sur le concept voulant que le macromarketing a ou doit avoir pour objet le dëveloppement et le maintien de relations harmonieuses entre le marketing et la sociëtë. Toute relation harmonieuse exige ä la fois une convergence de buts (l'aspect “dëfinition”) et une convergence de procëdës (l'aspect “mëthode”). Entre le marketing et la sociëtë, l'article dënombre cinq facteurs dëterminants de convergence de buts: vision partagëe, politique de convergence, unitë culturelle, ëducation mutuelle et cause commune. Il dëfinit aussi cinq dëterminants de convergence de procëdës: crëation d'une valeur gagnang‐gagnant, organisation en rëseau, interdëpendance, pratiques rëciproquement acceptëes et systëmes d'information de premier plan. Le röle du macromarketing en tant que passerelle entre le marketing et la sociëtë rëside dans la recherche et la pratique de la convergence des buts et de la convergence des procëdës.

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