Macromarketing: origins, development, current status and possible future direction

Purpose To familiarize readers with the nature, scope and history of macromarketing and, more specifically, with the European contribution to macromarketing. Design/methodology/approach The paper is based on a selective literature review and personal observation with a focus on the past, the present and the likely future of macromarketing. Findings The paper reports both on the limited degree of emphasis placed on macromarketing by marketing scholars and the reasons why macromarketing has not received more attention. Originality/value This paper provides a heretofore missing overview of the nature and scope of an important subdiscipline within academic marketing. The European contribution to macromarketing is discussed in considerable detail. Some personal views on the likely future development of this area are also offered.