The Macromarketing School of thought is a marketing perspective that focuses on marketing's broader societal impacts rather than just firms or consumers. It emerged in response to marketing's far-reaching consequences. While it became dormant, work in the 1970s represented a bridge to related perspectives. Strengths include societal awareness, a holistic perspective, and interdisciplinary recommendations. Weaknesses include complexity, subjectivity, limited business focus, and implementation challenges. The perspective seeks to understand and address marketing's implications on society through responsible and ethical practices.

1. MACRO MARKETING SCHOOL OF
THOUGHT

2. INTRODUCTION
• The Macromarketing School of thought is a perspective within the field
of marketing that focuses on the broader societal and macro-level
implications of marketing activities.
• It emphasizes the study of marketing in the context of its impact on
society, culture, and the economy as a whole, rather than just focusing
on individual firms or consumers.
• This school of thought emerged as a response to the growing
recognition that marketing has far-reaching consequences beyond just
buying and selling goods and services.

3. JOURNEY
• The macromarketing school became dormant soon after the initial writings by
Holloway and Fisk
• Holloway became more interested in consumerism and the role of business in
society, while Fisk shifted his interests to international marketing.
• Even during this dormant time period, some work appeared, notably by Reed
Moyer (1972), which represented a bridge between the broader issues of
macromarketing and the more focused issues of the activist school of thought.
• Moyer focused on the larger societal issues and on evaluation of marketing
performance from his more macro perspective

5. STRENGTHS
1. Societal Awareness: The Macromarketing School places a strong emphasis on the societal
impact of marketing, highlighting the ethical and moral dimensions of marketing decisions.
This awareness is crucial in an era where consumers and stakeholders increasingly expect
businesses to be socially responsible.
2. Holistic Perspective: This perspective offers a holistic view of marketing, recognizing that it
has far-reaching consequences beyond just economic factors. It encourages marketers and
policymakers to consider the broader implications of their actions, such as their
environmental and cultural impacts.
3. Interdisciplinary Approach: By drawing on insights from various disciplines, including
sociology, anthropology, and ethics, Macromarketing provides a multidimensional
understanding of marketing's role in society. This interdisciplinary approach enriches the
field's perspective and can lead to more comprehensive solutions.
4. Policy Recommendations: The Macromarketing School often leads to policy
recommendations aimed at addressing societal issues related to marketing. These
recommendations can help shape regulations and industry standards to promote responsible
marketing practices

6. WEAKNESS
1. Complexity: The Macromarketing perspective can be complex and challenging to apply in
practice. It often involves considering a multitude of societal factors and their interplay with
marketing activities. This complexity can make it difficult for businesses to implement
concrete strategies.
2. Subjectivity: Evaluating the societal impact of marketing is often subjective. What one group
perceives as a positive impact, another may see as negative. This subjectivity can lead to
disagreements about the appropriate course of action.
3. Limited Business Focus: While the Macromarketing School is valuable for understanding
marketing's societal consequences, it may not provide immediate guidance to individual
businesses looking to improve their marketing strategies or profitability. It's more concerned
with the broader picture than with the specific needs of firms.
4. Implementation Challenges: Implementing policy recommendations derived from the
Macromarketing perspective can be challenging, as it often requires coordination among
multiple stakeholders and regulatory bodies. This can lead to slow progress in addressing
societal issues.

7. In summary, the Macromarketing School of thought is a perspective within marketing that goes beyond
the traditional focus on business profitability and consumer behavior. It seeks to understand and address
the broader implications of marketing on society and advocates for responsible and ethical marketing
practice

8. 1. Ethical Marketing: Sheth has emphasized the importance of ethical marketing practices. He has explored how
marketing activities can impact society, consumers, and various stakeholders. His work aligns with the macromarketing
perspective, which calls for a consideration of the ethical implications of marketing decisions.
2. Consumer Behavior: Sheth's research in consumer behavior delves into how consumers make choices and how
marketing influences those choices. His work acknowledges the societal context in which consumer decisions are made,
aligning with macromarketing's focus on understanding broader societal influences on marketing.
3. Market Segmentation and Targeting: Sheth's contributions to market segmentation and targeting involve understanding
diverse consumer groups. This perspective is in line with macromarketing's interest in considering how marketing
strategies affect different segments of the population and whether they result in social inequities.
4. Relationship Marketing: Sheth has explored relationship marketing, emphasizing the importance of building long-term
relationships with customers. This approach takes into account the societal impact of marketing practices and the
potential benefits of mutually beneficial relationships.
5. Global Marketing: Sheth has written extensively on global marketing and the challenges and opportunities it presents.
Global marketing involves considerations of cultural, economic, and social differences among countries, which aligns with
the macromarketing perspective.
6. Consumer Rights and Responsibilities: Sheth has discussed consumer rights and responsibilities, highlighting the
ethical obligations of businesses toward consumers. This perspective resonates with macromarketing's concern for
consumer welfare and protection.
• In summary, while Dr. Jagdish Sheth's work does not explicitly define or evaluate the macromarketing school of thought,
many of his contributions align with macromarketing principles. His research often considers the broader societal and
ethical implications of marketing activities, which are central concerns of the macromarketing perspective. Sheth's work
contributes to the understanding of how marketing practices impact society and consumers, making him a significant
figure in the field of marketing.