... offered. Macro marketing Economic development Recession Globalization This paper is being written in March of 2009, a time at which the global economy may well be facing challenges as serious as those of the great pre‐World War II depression. What has occurred in the last six months has raised...

... provides a heretofore missing overview of the nature and scope of an important subdiscipline within academic marketing. The European contribution to macromarketing is discussed in considerable detail. Some personal views on the likely future development of this area are also offered. Macro marketing...