Abstract
Editor's Note: The authors present a rationalization for macromarketing concepts and definitions by reviewing the evolution of macromarketing concepts and then summarizing the consensus definition that emerged from the 3rd Macromarketing Seminar held at University of Rhode Island in 1978. An earlier version of this paper appeared in Macromarketing: New Steps on the Learning Curve, G. Fisk and R. Nason, eds. (1979), Boulder: University of Colorado Business Research Division.
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