Emerging macromarketing concepts: from Socrates to Alfred Marshall

Dixon, Donald F.

doi:10.1016/s0148-2963(00)00187-9

Cited by 41 publications

(54 citation statements)

References 5 publications

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“…The reforms have resulted in a phenomenal growth of private enterprises and helped normalize diplomatic relationship with the United States, Japan, and other Western and East Asian countries (Bekefi 2006;Dana 1994;Neupert, Baughn, and Dao 2006;Nguyen 2009;Nguyen et al 2009aNguyen et al , 2009b. This dynamic interplay among politics, public policy, society, market systems, and entrepreneurship makes Vietnam an ideal study environment for macromarketers (Dixon 2002;Hunt 1981;Mittelstaedt, Kilbourne, and Mittelstaedt 2006;Shapiro, Tadajewski, and Shultz 2009). It is not surprising that Vietnam has been the focus of study in several macromarketing papers as well as in recent annual macromarketing conferences (e.g., Nguyen 2009;Shultz 1997).…”

Section: Introductionmentioning

confidence: 99%

Vietnam and Entrepreneurial Private Enterprises

Paswan

Tran

2011

Journal of Macromarketing

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This study focuses on the phenomenon of entrepreneurial private enterprises and their macromarketing implications in Vietnam-a vibrant economy transitioning from a centrally planned economy to the current system of socialist-oriented market economy. Relying on the writings on entrepreneurship and associated theoretical frameworks (including the complex adaptive system [CAS] perspective), especially in emerging economies, this study develops a framework for capturing the macromarketing implications of entrepreneurial private enterprises. Further, this study suggests that entrepreneurial private enterprises play a crucial role in the economic well-being (a key aspect of quality of life) of citizens in Vietnam; and the growth in entrepreneurial private enterprises is influenced by nonroutine actions by key stakeholders such as the government; and associated with the availability of skilled human resources.

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Section: Introductionmentioning

confidence: 99%

Vietnam and Entrepreneurial Private Enterprises

Paswan

Tran

2011

Journal of Macromarketing

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“…1 Table 2's first row, "Pre-Marketing," acknowledges that considerable thought about marketingrelated phenomena (e.g., concepts of markets, marginal analysis, value, production, humans as social and economic entities, competition, and role of governments) had been undertaken within the field of economics prior to the formal beginnings of the marketing field (e.g., Dixon 2002;Shaw 1995). As of the turn of the 20th century, therefore, the area that would become "marketing" was still firmly ensconced within the field of economics.…”

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confidence: 99%

Expanding our understanding of marketing in society

Wilkie

Moore

2011

J. of the Acad. Mark. Sci.

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“…For example, Hunt (1981, p. 7) defines macromarketing as ''the study of (a) marketing systems, (b) the impact and consequences of marketing systems on society, and (c) the impact and consequences of society on marketing systems.' ' Dixon (2002) suggests that macromarketing is the study of the interactions among social institutions, the nature of markets, and the roles various stakeholders play within these environments. Mittelstaedt, Kilbourne, and Mittelstaedt (2006) use the term agora to capture the domain of macromarketing, while Gunn (1975) emphasizes the importance of extraneous forces on marketing systems-noting that because of the behavioral aspects (values, motives, and knowledge) inherent in these extraneous forces, they (i.e., stakeholders such as consumers or property owners) determine to a large extent the economic growth rate of the marketing system.…”

Section: Ng and Macromarketingmentioning

confidence: 99%

Conflicting Stakeholder Interests and Natural Gas

Lewin

Strutton

Paswan

2011

Journal of Macromarketing

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Creation of a less expensive, domestically sourced, and more environmentally neutral energy grid is becoming a global imperative and natural gas (NG) is seen as a crucial component of this impetus. But expansion of NG production is fraught with significant macromarketing challenges; especially in light of recent discoveries of substantial NG reserves beneath heavily populated metropolitan areas. To understand certain decision-making dilemmas involving the benefits and burdens encountered in this macromarketing context, the effect of individualistic and altruistic values (manifesting as personal and societal costs and benefits) on safety and regulatory concerns associated with NG exploration and production are examined. Results suggest cost-oriented values, both individualistic and altruistic, are positively associated with safety and regulatory concerns; whereas benefit-oriented values have a negative association with concerns. These findings yield insights into how various challenges that arise within an extremely complex alternative energy agora might be addressed at local and global levels.

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Emerging macromarketing concepts: from Socrates to Alfred Marshall

Cited by 41 publications

References 5 publications

Vietnam and Entrepreneurial Private Enterprises

Vietnam and Entrepreneurial Private Enterprises

Expanding our understanding of marketing in society

Conflicting Stakeholder Interests and Natural Gas

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