Macromarketing has not received the pedagogical attention and support it deserves because it lacks a well accepted theory. This paper attempts a theory of macromarketing based on the concept that purpose of macromarketing is, or ought to be, the development and maintenance of a harmonious relationship between marketing and society. A harmonious relationship requires both goal convergence (the what aspect) and process convergence (the how aspect) in any relationship.
The paper suggests five determinants of goal convergence between marketing and society:
- Shared vision
- Convergent policy
- Cultural unity
- Mutual education
- Common cause
It also suggest five determinants of process convergence between marketing and society:
- Win-win value creation
- Networked organizations
- Mutual interdependence
- Mutually accepted practices
- Frontline information systems
The role of macromarketing as a bridge between marketing and society is to research and practice goal and process convergence.
Towards a Theory of Macromarketing
