This contribution benchmarks the 40th anniversary issue of the Journal of Macromarketing
with an updated and topically organized bibliography of articles that can be used by …

Is sustainability a megatrend? If so, what does it mean to be a megatrend, and how can
macromarketing advance our understanding of sustainability as a megatrend? This article …

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 …

Twenty-five years of conceptual and empirical research in macromarketing can be
synthesized in three fundamental, complementary principles: that markets are systems, that …

Consumer subversion refers to consumer acts that are intended to impede the ability of
marketers to develop and implement a marketing strategy, including market segmentation …

The nonprofit sector is an important part of the economic system, one that relies heavily on
volunteer labor. Understanding higher participation levels among volunteers, particularly …

Exchange is seen through all living entities, but marketing systems and their complexity are
one of the aspects that separate humans from other animals. Our marketing systems are …

This study considers fair-trade as a collaborative strategy of dealing with the wicked problem
of apparel sweatshops. The study assumes that consumer guilt increases the market share …

Pigovian taxes are time-honored responses to negative externalities in the commercial
world: firms that pollute must pay the costs of the damage they do to their community. Such …

This paper posits that Pope Francis' 2015 encyclical on environmental climate change,
Laudato si'(“Praise be to you, my Lord”), or LS for short, provides a compelling and multi …