On the Founding of the Journal of Macromarketing

Abstract

This article chronicles the events leading to the founding of the Journal of Macromarketing, including (

Institutional Norms and the Institutionalization of Macromarketing: Historical Insights, the Long Macro View, and Service-Dominant Logic

“…As discussed in detail in Hunt (2011), the first macromarketing conference (then called a “seminar”) was organized by Charles C. “Chuck” Slater and held August 15-18, 1976, at the University of Colorado in Boulder CO. One week before it started, Chuck called and invited the author to attend the conference because he had just read the recently-published, Journal of Marketing article, “The Nature and Scope of Marketing” (Hunt 1976). Chuck found the article highly pertinent to the conference because it had highlighted the important distinction between micromarketing and macromarketing in a model of marketing that would later come to be called the “three dichotomies model.” Furthermore, he liked the fact that the model viewed macromarketing as important and fully one-half the marketing discipline’s content.…”

Makro Pazarlama: Bi̇r Pazarlama Düşünce Ekolü Olarak Kavramsallaşma Süreci̇ Ve Kurumsallaşmasi

“…Bundan böyle konferanslar ve dergi paralel Ģekilde ilerlemiĢ ve makro pazarlama konularındaki akademik çalıĢmalar da kendine bir mecra bulmuĢtur. Aynı zamanda makro pazarlamanın kurumsallaĢması ve pazarlama disiplini içerisinde bir yer edinmesinde, iĢaret noktası olmuĢtur (Hunt, 2011). Fisk ve Nason (Fisk, 1981;Fisk ve Nason 1982) editoryal çalıĢmalarında bir taraftan makro pazarlamayı tanımlamaya çalıĢırken bir taraftan da makro pazarlamanın konu baĢlıklarını belirlemeye çalıĢmıĢlardı.…”

The Five Stages of the Macromarketing Field of Study: From Raison D’etre to Field of Significant Promise

“… 1 In the late 1970s, the spelling of “macromarketing” was debated extensively by the founding members of JMK ’s Editorial Policy Board in the context of the most suitable title for the new journal. As the Appendices in Hunt (2011) show, four options were considered: Journal of Macro Marketing, Journal of Macro-Marketing, Journal of Macro-marketing, and Journal of Macromarketing. After much discussion, the Journal of Macromarketing was the Board’s consensus choice. …”

“… 10 As discussed in Hunt (2011), the inaugural macromarketing conference had thirty participants, with two non-American academics. By the third seminar, the conference had five non-American scholars among the thirty-two participants.…”

“… 11 For a history of the events leading to the founding of the Journal of Macromarketing, see Hunt (2011). …”