Macromarketing: a mechanism for Humanomics

Abstract

Relatively little has been written about the macro-role of marketing when compared to the volumes devoted to its micro counterpart. Yet within competitive market systems evidence exists that there is yet another role played by marketing, one much more pervasive than that of the micro role and one as equally, or perhaps more, important. The Western socioeconomic system is on the verge of a major change. The direction and rationality of this change depends to a large extent on our understanding of this system and the role marketing plays within this system. Zeleny implies much the same when he points out the mechanisms which are fueling the transition towards a self-service society [11, 12]. Finally, if Loebl's call for a theory of economics derived from viewing an economy as a human system is to be realized [6], then one of the major mechanisms for actual implementation of the theory would be Macromarketing.