Macromarketing Teaching Materials

Abstract

Mark Peterson’s is the latest in a number of efforts to provide macromarketing teaching materials. This commentary discusses two important monographs published in the early 1970s; Fisk’s early attempt to spell out the domain of macromarketing; the first macromarketing bibliography, which appeared in 1990; and an important article by Tamilia in which he argued that, for purposes of both pedagogy and further disciplinary development, a macromarketing textbook was urgently required. Attention is then called to more recent efforts to provide macromarketing reading lists and to promote a “controversies-based” approach to the study of macromarketing. The closing section explores the similarities and shared macromarketing dimensions of Peterson’s Sustainable Enterprise and Michael Baker’s expanded concept of a Social Business.