Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars

John D. Mittelstaedt, William E. Kilbourne and Clifford J. Shultz

Journal of Business Research, 2015, vol. 68, issue 12, 2513-2516

Abstract: This study explores the intersections between macro- and positive-marketing approaches to how we improve human welfare, and to consider whether the development of thought in macromarketing can offer insight into questions important to the study of positive marketing. Two perspectives in macromarketing—the developmental school and the critical school—are offered as orientations toward positive marketing research.

Keywords: Human welfare; Macromarketing; Positive marketing; Marketing Systems (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:12:p:2513-2516

DOI: 10.1016/j.jbusres.2015.06.038

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