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Macromarketing – a Global Focus: Marketing Systems,                    Societal Development, Equity & Poverty

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Macromarketing – a Global Focus: Marketing Systems, Societal Development, Equity & Poverty

Stanley J. Shapiro & Mark Tadajewski & Clifford J. Shultz II

Pub. date: 2009 | Online Pub. Date: January 15, 2013 | DOI:http://dx.doi.org/10.4135/9781446262382 | Print ISBN: 9781848607040 | Online ISBN: 9781446262382 | Publisher:SAGE Publications Ltd

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Introduction: Macromarketing


Any introductory overview or opening chapter is designed to set the stage for what is to follow. In this case, what will follow is a four volume set designed to provide readers with a focused appreciation of one important sub-discipline within academic marketing. Since macromarketing may be a topic with which some readers are unfamiliar, its nature, scope and evolution are first discussed. Next, the intellectual context within which the editors operated as they shaped this collection is discussed. That shaping involved first deciding how the collection could best be structured and then developing the guidelines that would be used in selecting, from among a far larger number of “short listed” possibilities, the articles actually chosen for inclusion. Mention is then made of the contribution each chosen article makes to the unit in which it appears. Finally, an Appendix identifying other high quality articles – articles also deserving of careful ...

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