A framework is proposed to examine the process of knowledge development in marketing and macromarketing. To this end, various approaches for developing new knowledge are specified and discussed: theory applications, effects applications, and replication/extensions. This framework is used to highlight differences between micro- and macromarketing. A content analysis of North American journal articles published over the past 10 years demonstrates where the knowledge development focus has been in recent years and facilitates recommendations to guide future knowledge development.
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