An Open Source, Controversies-based Macromarketing Chapter

Abstract

This article first discusses the pedagogical usefulness of an “open source” chapter now available to all at the Macromarketing Society's Web site. That chapter begins by examining the chasm that existed between macromarketing as a field of inquiry and the then (2005) prevailing American Marketing Association definition of marketing. Next, the article attempts to familiarize readers with the domain, or various areas of study, within macromarketing. Finally, its author both makes the case for and provides eight examples of a controversies-based approach to the study of macromarketing. As regards the next step in macromarketing pedagogy, it is argued that the time for authoring a macromarketing textbook has come and gone. Rather, that next pedagogical step should involve the design of a free, online macromarketing course universally available for use, in whole or in part, both by interested instructors and by students of macromarketing or marketing and society.