Marketing scholars have increasingly recognized the impact marketing has, and can have (both good and bad), on society as a whole. This commentary gives examples of this and raises some questions about its applications. It also suggests directions for future research in the area of macromarketing.
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LehmannDonald R. (1998). “Consumer Reactions to Variety: Too Much of a Good Thing?” Journal of the Academy of Marketing Science, 26 (1), Winter, 62–65.
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LehmannDonald R. (2001). “The Impact of Altruism and Envy on Competitive Behavior and Satisfaction,” International Journal of Research in Marketing, 18 (1–2), 5–17.
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LehmannDonald R. (2006), “It’s New but Is It Good? New Product Development and Macromarketing,” Journal of Macromarketing, 26 (1), 8–16.
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