The Macromarketing Field and Its Journal

The Macromarketing Field and Its Journal
Pierre McDonagh Associate Editor, Journal of Macromarketing Professor of Marketing, University of Bath, England Presented at Academy of Marketing, July 7-9th University of Limerick, Ireland 2015

Terrence H. Witkowski – The Macromarketing Field & Its Journal
Presentation Outline The origins of macromarketing The macromarketing domain Expanding the macromarketing domain The Journal of Macromarketing Publishing in the Journal of Macromarketing START HERE: I find what a recent UN report had to say about markets in the wake of the global economic turbulence; it is reasonably nuanced and balanced…[helps deflates the myth of the efficient market hypothesis] The report states: X It is mildly interesting how often we have to go outside of marketing to find thoughtful treatises on markets…. END WITH: But the simple reality is that there are “market” failures…CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

Origins of Macromarketing
The period of the late 1960s to early 1970s was a “Golden Age” of publications addressing different aspects of marketing & society (Shapiro 2012). Aaker & Day, eds. (1971), Consumerism: Search for the Consumer Interest Furuhashi & McCarthy (1971), Social Issues of Marketing in the American Economy. Gist (1971), Marketing and Society: A Conceptual Introduction. Gist, ed. (1971), Readings: Marketing and Society. Lavidge & Holloway eds. (1969), Marketing and Society: the Challenge Preston, ed. (1968), Social Issues in Marketing: Readings for Analysis START HERE: I find what a recent UN report had to say about markets in the wake of the global economic turbulence; it is reasonably nuanced and balanced…[helps deflates the myth of the efficient market hypothesis] The report states: X It is mildly interesting how often we have to go outside of marketing to find thoughtful treatises on markets…. END WITH: But the simple reality is that there are “market” failures…CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

Origins of Macromarketing
The use of the term “macromarketing” in book titles can be traced to the early 1970s. Reed Moyer (1972), Macro Marketing: A Social Perspective Grashof & Kelman (1973), Introduction to Macro-Marketing Moyer dealt with the effects of marketing on society; Grashof & Kelman took more of a marketing systems approach. START HERE: I find what a recent UN report had to say about markets in the wake of the global economic turbulence; it is reasonably nuanced and balanced…[helps deflates the myth of the efficient market hypothesis] The report states: X It is mildly interesting how often we have to go outside of marketing to find thoughtful treatises on markets…. END WITH: But the simple reality is that there are “market” failures…CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

The Domain of Macromarketing
Shelby D. Hunt (1981) contributed the following widely-cited definition: “Macro-marketing refers to the study of (1) marketing systems, (2) the impact and consequence of marketing systems on society, and (3) the impact and consequence of society on marketing systems” (p. 8). START HERE: As the French intellectual Voltaire was found of saying…”If you would speak with me, define your terms.” So, briefly, some definitions … The MM system consists of… X X read it for yourself…the important bit here is prominence of “society” in the definition X …we will hear the term “human flourishing” later in this presentation End With (slow!): Having said all of that, I would venture that broad, systemic concerns are not typically central to discussions of academic marketing investigations or theory…So, one might legitimately ask: Is macromarketing even important? CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

Hunt’s Definition of Macromarketing
Hunt’s first criterion specifies a high level of aggregation: Markets rather than individual consumers & marketing institutions rather than companies. His second criterion takes societal rather than business or managerial interests into account. The third criterion emphasizes how environmental factors – such as politics & the law – shape marketing activities. START HERE: As the French intellectual Voltaire was found of saying…”If you would speak with me, define your terms.” So, briefly, some definitions … The MM system consists of… X X read it for yourself…the important bit here is prominence of “society” in the definition X …we will hear the term “human flourishing” later in this presentation End With (slow!): Having said all of that, I would venture that broad, systemic concerns are not typically central to discussions of academic marketing investigations or theory…So, one might legitimately ask: Is macromarketing even important? CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

Expanding the Domain of Macromarketing
In 2008, the Journal of Macromarketing Editorial Policy Board agreed upon the following tagline for the journal’s front cover: “examining the interactions among markets, marketing and society.” By explicitly including “markets”, this definition of macromarketing links the field to consumer research & consumer culture theory (CCT). START HERE: As the French intellectual Voltaire was found of saying…”If you would speak with me, define your terms.” So, briefly, some definitions … The MM system consists of… X X read it for yourself…the important bit here is prominence of “society” in the definition X …we will hear the term “human flourishing” later in this presentation End With (slow!): Having said all of that, I would venture that broad, systemic concerns are not typically central to discussions of academic marketing investigations or theory…So, one might legitimately ask: Is macromarketing even important? CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

The Macromarketing System
Markets Macromarketing examines the interactions among markets, marketing & society. START HERE: As the French intellectual Voltaire was found of saying…”If you would speak with me, define your terms.” So, briefly, some definitions … The MM system consists of… X X read it for yourself…the important bit here is prominence of “society” in the definition X …we will hear the term “human flourishing” later in this presentation End With (slow!): Having said all of that, I would venture that broad, systemic concerns are not typically central to discussions of academic marketing investigations or theory…So, one might legitimately ask: Is macromarketing even important? CLICK Marketing Society Terrence H. Witkowski – The Macromarketing Field & Its Journal

The Macromarketing System
Markets: the exchange mechanisms used in economic and social transactions to achieve the “provisioning needs of society” (Fisk 1974) Marketing: the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for the customers, clients, partners, and society at large (AMA 2007). Society: the aggregate of people living together in community for purpose of human flourishing. START HERE: As the French intellectual Voltaire was found of saying…”If you would speak with me, define your terms.” So, briefly, some definitions … The MM system consists of… X X read it for yourself…the important bit here is prominence of “society” in the definition X …we will hear the term “human flourishing” later in this presentation End With (slow!): Having said all of that, I would venture that broad, systemic concerns are not typically central to discussions of academic marketing investigations or theory…So, one might legitimately ask: Is macromarketing even important? CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

On Markets “…markets can be [a] highly efficient means of allocating scarce resources. They constitute powerful forces capable of generating economic growth, reducing poverty, and increasing demand for the rule of law…But markets work optimally only if embedded in rules, customs and institutions. Markets themselves require these to survive and thrive, while society needs them to manage the adverse effects of market dynamics…” (UN Human Rights Council, 8th session, 7 April 2008, p.3) START HERE: I find what a recent UN report had to say about markets in the wake of the global economic turbulence; it is reasonably nuanced and balanced…[helps deflates the myth of the efficient market hypothesis] The report states: X It is mildly interesting how often we have to go outside of marketing to find thoughtful treatises on markets…. END WITH: But the simple reality is that there are “market” failures…CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

Expanding the Domain of Macromarketing
The macromarketing domain has also expanded through the accumulation of interests: Competition, markets, & marketing systems Marketing ethics & distributive justice Marketing & development Global policy & the environment (i.e. sustainability) Marketing history Quality of life Marketing & the arts Social interactions have shaped the field of macromarketing. START HERE: I find what a recent UN report had to say about markets in the wake of the global economic turbulence; it is reasonably nuanced and balanced…[helps deflates the myth of the efficient market hypothesis] The report states: X It is mildly interesting how often we have to go outside of marketing to find thoughtful treatises on markets…. END WITH: But the simple reality is that there are “market” failures…CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

Journal of Macromarketing: Milestones
1977 – Preliminary discussions on starting a journal held at the 2nd macromarketing conference (Hunt 2011). 1981 – JMK is launched. Two issues a year, published at the University of Colorado. Early 1990s – History becomes big part of JMK. Editor Bob Nason & marketing historian Stanley Hollander were both in the same department at Michigan State University (Jones & Shaw 2006). 1998 – Sage acquires JMK. START HERE: As the French intellectual Voltaire was found of saying…”If you would speak with me, define your terms.” So, briefly, some definitions … The MM system consists of… X X read it for yourself…the important bit here is prominence of “society” in the definition X …we will hear the term “human flourishing” later in this presentation End With (slow!): Having said all of that, I would venture that broad, systemic concerns are not typically central to discussions of academic marketing investigations or theory…So, one might legitimately ask: Is macromarketing even important? CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

Journal of Macromarketing: Milestones
2007 – JMK expands to 4 issues a year 2010 – JMK moves to Manuscript Central 2010 – Thomson ISI accepts JMK Current impact factor: Ranked: 77 out of 116 in business 2012 – JMK publishes first media reviews 2012 – Sage JMK website hosts first podcasts & first virtual special issue 2013 – JMK publishes first poems END:…a set of unfortunate economic events that most casual observers pinpoint as an ethical failing of the financial and banking system “. Tellingly, marketing fingerprints were all over this debacle. CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

Past Editors of the Journal of Macromarketing
Time of Service George C. Fisk Emory University Stanley J. Shapiro Simon Fraser University Robert W. Nason Michigan State University Luis V. Dominguez Florida Atlantic University Sanford Grossbart University of Nebraska Clifford J. Shultz II Arizona State University Terrence H. Witkowski California State University, Long Beach 2010 to date END:…a set of unfortunate economic events that most casual observers pinpoint as an ethical failing of the financial and banking system “. Tellingly, marketing fingerprints were all over this debacle. CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

Journal of Macromarketing: Management
Editor Associate Editors (appointed by editor) Editorial Policy Board (same as Macromarketing Society Board) Sage Managing Editor Sage Delhi (final production) END:…a set of unfortunate economic events that most casual observers pinpoint as an ethical failing of the financial and banking system “. Tellingly, marketing fingerprints were all over this debacle. CLICK Terrence H. Witkowski – The Macromarketing Field & Its Journal

Publishing in the Journal of Macromarketing
Is your manuscript appropriate for JMK? Manuscripts should address marketing & society issues at a high level of aggregation. Most methodologies are acceptable. Macromarketing areas: Competition, markets, & marketing systems Marketing ethics & distributive justice Marketing & development Global policy & the environment Quality of Life Marketing history Marketing & the arts Terrence H. Witkowski – The Macromarketing Field & Its Journal

Will your manuscript be desk rejected? 41.0% of manuscripts submitted are desk rejected & not sent out for review. Reasons for desk rejections: The research focus is micro & meant to serve the interests of marketing management, not society. The manuscript is thin & not fully developed. Hypotheses or propositions are formulated, but no findings reported. The topic is just plain weird. Terrence H. Witkowski – The Macromarketing Field & Its Journal

Does your abstract clearly describe your research? How does your research contribute to the macromarketing field? What macromarketing issues are being addressed? What is the news value? If you were writing a news article, what would be the headline? Is your manuscript well-written? If English is your second or third language, consider hiring a copy editor. Terrence H. Witkowski – The Macromarketing Field & Its Journal

Does your manuscript follow JMK format & reference list style? Following JMK format to the letter is not necessary on first submission, but manuscripts sent in some other format indicates disrespect for JMK & possible rejection by some other journal(s). This puts the editor & associate editors on their guard. JMK reviewers sometimes have reviewed the same or a similar manuscript for another journal. If you have not revised your manuscript, you may receive a negative review. Terrence H. Witkowski – The Macromarketing Field & Its Journal

If you are invited to revise & resubmit: Tell the editor your intentions. If you decide to send your manuscript to another journal, you must withdraw it from JMK. Be sure to respond to the reviewers in some detail. You don’t always have to agree with them, but you have to make your case. Reviewers can become annoyed if they feel they are being ignored. Their time was valuable. Don’t get discouraged! Terrence H. Witkowski – The Macromarketing Field & Its Journal

The Journal also publishes book & media reviews. Sage supports the fair use exception to U.S. copyright law. JMK will publish images – such as cigarette ads – without consent of the copyright owners. Terrence H. Witkowski – The Macromarketing Field & Its Journal

We welcome proposals for special issues. Our current schedule: June 2014 – Subsistence Marketplaces September 2014 – Sustainability as Megatrend I March 2015 – Sustainability as Megatrend II June 2015 – China and Chinese Communities September 2015 – Turkey and Turkish Communities March 2016 – Research Methodologies for Macromarketing September 2016 – Religion and Macromarketing Terrence H. Witkowski – The Macromarketing Field & Its Journal

Macro Braveheart Macro Braveheart video Many thanks to Dr. Mark Peterson, University of Wyoming & author of Sustainable Enterprise: A Macromarketing Approach (Sage 2012). Terrence H. Witkowski – The Macromarketing Field & Its Journal

References Aaker, David and George Day, eds. (1971), Consumerism: Search for the Consumer Interest, New York: Free Press. AMA Definition of Marketing (2007), available at: Fisk, George (1974), Marketing and the Ecological Crisis, New York: Harper & Row. Furuhashi, Y.H. and E. Jerome McCarthy (1971), Social Issues of Marketing in the American Economy, Columbus, OH: Grid Publishing. Gist, Ronald (1971), Marketing and Society: A Conceptual Introduction, New York: Holt, Rinehart and Winston. Gist, Ronald ed. (1971), Readings: Marketing and Society, New York: Holt, Rinehart and Winston. Terrence H. Witkowski – The Macromarketing Field & Its Journal

References Grashof, John and Alan Kelman (1973), Introduction to Macro-Marketing, Columbus, OH: Grid Publishing. Hunt, Shelby D. (1981), “Macromarketing as a Multidimensional Concept,” Journal of Macromarketing, 1 (1), 7-8. Hunt, Shelby D. (2011), “On the Founding of the Journal of Macromarketing,” Journal of Macromarketing, 31 (2), Jones, D. G. Brian and Eric H. Shaw (2006), “Historical Research in the Journal of Macromarketing, 1981–2005,” Journal of Macromarketing, 26 (December ), Terrence H. Witkowski – The Macromarketing Field & Its Journal

References Lavidge, Robert and Robert Holloway eds. (1969), Marketing and Society: the Challenge, AMA Reprint Series, Homewood, IL: Richard D. Irwin. Moyer, Reed (1972), Macro Marketing: A Social Perspective, New York: Wiley. Preston, Lee, ed. (1968), Social Issues in Marketing: Readings for Analysis, Glenview, IL: Scott, Foresman and Company. Shapiro, Stanley (2012), “Macromarketing Teaching Materials: A Forty Year Perspective, Journal of Macromarketing 32 (December), UN Human Rights Council, 8th session, 7 April 2008, p.3. Terrence H. Witkowski – The Macromarketing Field & Its Journal

Thank You! Questions? Terrence H. Witkowski – The Macromarketing Field & Its Journal

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