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1. |
Macromarketing: An Increasing Presence in Marketing Knowledge Development |
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Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration,
Volume 9,
Issue 2,
1992,
Page 77-79
Robert D. Tamilia,
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ISSN:0825-0383
DOI:10.1111/j.1936-4490.1992.tb00581.x
出版商:Blackwell Publishing Ltd
年代:1992
数据来源: WILEY
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2. |
Issues and Problems in the Development of Contemporary Macromarketing Knowledge |
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Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration,
Volume 9,
Issue 2,
1992,
Page 80-97
Robert D. Tamilia,
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摘要:
AbstractMacromarketing ideas date back to economic notions expressed by ancient Greek philosophers. Economists built on those ideas, in order to better to understand the significance of a market‐directed economy. Agricultural economists qua pioneer macromarketers in the early 1900s expanded on this ideology by formulating the specific role that marketing played in such a market setting. This paper attempts to show that the roots of macromarketing and the pioneering efforts of early macromarketers do not support the notion that academic macromarketing is a new school of thought in marketing, as is often presumed. Historical views about marketing that support this contention as well as the historical origins of the word “macro‐marketing,” are presented. Marketing's broader dimensions were somewhat lost when academic marketers focused more of their attention on micromarketing problems and issues. This trend has continued unabated, in spite of a contemporary renewal of interest in macromarketing knowledge and ideas. While this rejuvenation of macromarketing thinking is a healthy sign for the marketing community at large, macromarketing still needs to be more fully integrated in marketing curricula at all levels. The lack of pedagogical tools is particularly noteworthy. Until macromarketing achieves these ends, it is doubtful if macromarketing will ever become an influential policy science and a major element in mainstream marketing thought.RésuméLes notions economiques exprimees par les philosophes grecs sont a l'origine des fondements du macromarketing. Les economistes se sont servis de ces idees afin de comprendre l'importance d'une economie de marche. Au debut du siecle, les economistes en agriculture furent les premiers penseurs du macromarketing. Ces pionniers academiciens en marketing nous ont devoile le role pivotant du marketing pour notre economie. Ce papier propose que l'ecole de pensee du macromarketing n'est pas recente comme plusieurs semble le presumer. D'ailleurs, les origines academiques du macromarketing remontent au debut meme du fondement de la discipline du marketing. Une vision intellectuelle de l'historique du marketing nous demontre que le developpement de la pensee du marketing est en realite le developpement du macromarketing. Cette approche nous aide egalement a tracer l'emergence du terme macromarketing. Les dimensions elargies du marketing furent misent de cote afin d'accommoder l'attention particuliere apportee au micromarketing et a ses problemes. D'ailleurs, cette tendance n'apas diminuee malgre l'interet contemporain pour le macromarketing. Bien que cette redecouverte du macromarketing soit un signe benefique pour le marketing en general, il va falloir que cette discipline s'insere plus etroitement au milieu pedagogique. Par contre, il y a un manque serieux de materiel didactique et son approche particuliere vers la recherche l'empechent de devenir un chef de file du marketing. Si ces problemes ne sont pas resolus, il est peu probable que le macromarketing deviendra la science politique du marketing et n'occupera pas une place importante dans l'evolution de la pensee en
ISSN:0825-0383
DOI:10.1111/j.1936-4490.1992.tb00582.x
出版商:Blackwell Publishing Ltd
年代:1992
数据来源: WILEY
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3. |
Macromarketing in an Era of Global Change |
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Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration,
Volume 9,
Issue 2,
1992,
Page 98-105
Robert W. Nason,
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摘要:
AbstractFive global changes over the past 30 years are identified as driving forces shaping the nature and importance of macromarketing. Beyond the “coming of age” of marketing in the Western world, these changes are: the transition of command economies, deregulation in developed economies, the globalization of competition, the revolution in knowledge‐based competition, and internalization of the environment. As driving forces they establish an imperative for measurement and analysis of macromarketing phenomena. It is postulated that systems theory can provide macromarketing with the philosophy and organizing principles to help the discipline meet the challenges generated by the forces driving global change.RésuméOn distingue cinq changements mondiaux survenus depuis 30 ans, definis comme eant les forces motrices qui ont modele la nature et l'importance du macromarketing. Plus marquants que ≪ l'arrivee a maturiue ≫ du marketing dans le monde occidental, ce sont: la transition des economies dirigeantes, la dërëglementation des ëconomies ëvoluëes, la mondialisation de la concurrence, la rëvolution dans la course des connaissances et l'internationalisation des questions environnementales. Ces ëlëments moteurs ont ëtabli la nëcessitë de mesurer et d'analyser le phënomëne du macromarketing. L'article avance l'hypothëse que le macromarketing peut puiser dans la thëorie des systëmes la philosophie et les principes d'organisation qui l'aideront ä relever les dëfis engendrës par ces forces qui
ISSN:0825-0383
DOI:10.1111/j.1936-4490.1992.tb00583.x
出版商:Blackwell Publishing Ltd
年代:1992
数据来源: WILEY
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4. |
Integration of Markets and the Interplay of Interests: Understanding the Discourse about North American Free Trade Area |
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Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration,
Volume 9,
Issue 2,
1992,
Page 106-115
Nikhilesh Dholakia,
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摘要:
AbstractThis paper seeks to broaden the scope of macromarketing beyond the study of how market systems function to how they are formed and transformed. The paper argues that the regional integration efforts under way in North America can be viewed in the framework of a restructuring of market systems of the North American continent. Such restructuring has profound consequences, not just for market processes, but for the various actors and institutions whose interests are intertwined with North American markets. The paper examines the efforts to form a North American Free Trade Area in terms of economic theory, political rhetoric, and business practice. The paper discusses how market restructuring, an economic phenomenon, interacts with the promotion and protection of major political interests across the continent. It is shown that to understand market processes and market system changes, it is essential to take into account the interplay of political interests. In fact, the public discourse and rhetoric employed to promote political interests can be viewed as strategies within the political marketplace.RésuméL'article cherche äëlargir la portëe du macro‐marketing en ëtudiant, au‐delä de leur simple fonction, l'origine et la transformation des systëmes de marchës. Ilsoutient que les efforts actuels d'intëgration rëgionale en Amërique du Nord peuvent ëtre analysës dans le cadre d'une restructuration des systëmes de marchës sur le continent. Cette restructuration a une influence considërable non seulement sur les processus de marchës mais aussi sur les divers intervenants et institutions dont les intërëts sont intimement liës aux marchës nord‐amëricains. L'article examine les efforts consacrës ä l'ëtablissement d'une zone de libreëchange nord‐amëricaine sous l'optique de la thëorie ëconomique, de la rhëtorique politique et de la pratique commerciale. Il explique comment la restructuration des marchës, phënomëne ëconomique, influe sur la promotion et la protection des principaux intërëts politiques qui coexistent sur le continent. Il dëmontre de plus que pour comprendre les processus de marchës et les modifications des systëmes de marchës, il est primordial de tenir compte de l'enjeu de intërëts politiques. En rëalitë, la rhëtorique et le discours public utilisës pour promouvoir les intërëts politiques p
ISSN:0825-0383
DOI:10.1111/j.1936-4490.1992.tb00584.x
出版商:Blackwell Publishing Ltd
年代:1992
数据来源: WILEY
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5. |
Consumer Sovereignty, Democracy, and the Marketing Concept: A Macromarketing Perspective |
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Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration,
Volume 9,
Issue 2,
1992,
Page 116-125
Donald F. Dixon,
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摘要:
AbstractMarketing mythology includes a story in which the marketing concept is linked to consumer sovereignty and thus transforms a manager's pursuit of profit into consumer benefits. This story jeopardizes marketing education because it omits the element of individual responsibility and makes unrealistic assumptions about markets. Study of the long forgotten historical origins of this story reveals that the underlying concepts are based upon individual responsibility, and make realistic assumptions about markets. Early contributors to marketing and economic thought provide an alternative perspective for marketing education.RésuméUn des mythes du marketing consiste ä asservir le concept de marketing ä la toute‐puissance du consommateur et, par lä, ä transformer l'appëtit de profits du gestionnaire en avantages pour le consommateur. Ce mythe comporte un risque pour l'enseignement du marketing parce qu'il omet l'ëlëment de responsabilitë individuelle et conduit ä des suppositions irrëalistes ä propos des marchës. L'ëtude des lointaines origines historiques de ce mythe rëvële au contraire que les concepts de dëpart sont fondës sur la responsabilitë individuelle et mënent ä des hypothëses rëalistes sur les marchës. Les premiers thëoriciencs du marketing et de l'ëconomie offrent un autre point de vue par rapport
ISSN:0825-0383
DOI:10.1111/j.1936-4490.1992.tb00585.x
出版商:Blackwell Publishing Ltd
年代:1992
数据来源: WILEY
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6. |
Early Development of Marketing Thought in Canada |
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Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration,
Volume 9,
Issue 2,
1992,
Page 126-133
D. G. Brian Jones,
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摘要:
AbstractThe history of marketing thought has been dominated by the analysis of events in the United States. This paper describes similar developments that took place in Canada during the period from 1920 to 1940. Specifically, the study of marketing at two centers of early development, Queen's University and the University of Western Ontario, is examined.RésuméHistoriquement, c'est l'analyse amëricaine des ëvënements qui a dominë les courants de pensëe en marketing. Cet article expose l'ëvolution canadienne du marketing de 1920 ä 1940. Plus particuliërement, l'article traite de l'ëtablissement de deux des premiers centres d'ëtudes du marketing dans les universitës Queen's et Wes
ISSN:0825-0383
DOI:10.1111/j.1936-4490.1992.tb00586.x
出版商:Blackwell Publishing Ltd
年代:1992
数据来源: WILEY
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7. |
West Edmonton Mall: Consumer Combined‐Purpose Trips and the Birth of the Mega‐Multi‐Mall? |
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Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration,
Volume 9,
Issue 2,
1992,
Page 134-145
Adam Finn,
John Rigby,
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摘要:
AbstractWest Edmonton Mall packages retail stores, a hotel, recreation and entertainment facilities, restaurants, and theme parks into a unique integrated consumer environment. This paper examines this development against suggested criteria for identifying a new retailing institution, and concludes the answer hinges on whether it attracts combined‐purpose visits. A survey is used to compare area residents' purposes when visiting West Edmonton Mall and nearby regional malls, and to examine their perceptions of the malls. The results suggest a new retailing institution, here called a mega‐multi‐mall, has been born.RésuméLe West Edmonton Mall regroupe dans un complexe commercial intëgrë magasins de dëtail, hötel, installations de loisirs et de spectacles, restaurants et parc d'attractions. L'article ëtudie ce complexe en fonction de critëres donnës de dëfinition d'une nouvelle institution de vente au dëtail. En fait, il tente de dëterminer sile complexe attire une clientële qui se dëplace pour faire plusieurs courses ou sorties ä la fois. Il se fonde sur les rësultats d'un sondage pour comparer les buts qui poussent les rësidents de la rëgion ä se rendre au West Edmonton Mall et aux autres centres commerciaux avoisinants et pour analyser la perception qu'ils ont de ces centres; il en conclut ä la naissance d'une nouvelle forme d'ëtablissement commercial, qu'il a
ISSN:0825-0383
DOI:10.1111/j.1936-4490.1992.tb00587.x
出版商:Blackwell Publishing Ltd
年代:1992
数据来源: WILEY
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8. |
The New Breed in Japan: Consumer Culture |
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Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration,
Volume 9,
Issue 2,
1992,
Page 146-153
Laurel Anderson,
Marsha Wadkins,
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摘要:
AbstractThe shinjinrui or “new breed” in Japan, characterized by more stress on individuality, instant gratification, absorption with leisure time activities, and looser social ties at home and at work raises some interesting questions and concerns regarding the role of consumption and the characteristics of the work structure in Japan. This paper examines the shinjinrui both within its historical context and from a cross‐cultural perspective. Questions are raised with regard to the implications for the existing structures of consumption and production in Japan. Two different comparative methodologies are illustrated.RésuméIndividualitë, recherche de gratification immëdiate, absorption par des activitës de loisirs et desserrement des liens sociaux ä la maison et au travail: telles sont les caractëristiques du ≪ shinjinrui ≫ ou ≪ nouvelle gënëration ≫ qui ëmerge au Japon. Le shinjinrui pose le problëme du röle de la consommation et des caractëristiques de la structure du travail dans ce pays. L'article ëtudie ce nouveau phënomëne dans son contexte historique et aussi dans une perspective interculturelle. Il en examine les rëpercussions sur les structures actuelles de consommation et de production nippones. Deux mëthodes
ISSN:0825-0383
DOI:10.1111/j.1936-4490.1992.tb00588.x
出版商:Blackwell Publishing Ltd
年代:1992
数据来源: WILEY
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9. |
Toward a Theory of Macromarketing |
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Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration,
Volume 9,
Issue 2,
1992,
Page 154-161
Jagdish N. Sheth,
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摘要:
AbstractMacromarketing has not received the pedagogical attention and support it deserves because it lacks a well accepted theory. This paper attempts a theory of macromarketing based on the concept that purpose of macromarketing is, or ought to be, the development and maintenance of a harmonious relationship between marketing and society. A harmonious relationship requires both goal convergence (the what aspect) and process convergence (the how aspect) in any relationship. The paper suggests five determinants of goal convergence between marketing and society: sharedvision, convergent policy, cultural unity, mutual education, and common cause. It also suggests five determinants of process convergence between marketing and society: win‐win value creation, networked organization, mutual interdependence, mutually accepted practices, and frontline information systems. The role of macromarketing as a bridge between marketing and society is to research and practice goal and process convergence.RésuméLe macromarketing n'a pas recu l'attention pëdagogique et le soutien qu'il mërite parce qu'il n'est pas dëfini dans une thëorie bien acceptëe. L'article propose une thëorie du macromarketing fondëe sur le concept voulant que le macromarketing a ou doit avoir pour objet le dëveloppement et le maintien de relations harmonieuses entre le marketing et la sociëtë. Toute relation harmonieuse exige ä la fois une convergence de buts (l'aspect “dëfinition”) et une convergence de procëdës (l'aspect “mëthode”). Entre le marketing et la sociëtë, l'article dënombre cinq facteurs dëterminants de convergence de buts: vision partagëe, politique de convergence, unitë culturelle, ëducation mutuelle et cause commune. Il dëfinit aussi cinq dëterminants de convergence de procëdës: crëation d'une valeur gagnang‐gagnant, organisation en rëseau, interdëpendance, pratiques rëciproquement acceptëes et systëmes d'information de premier plan. Le röle du macromarketing en tant que passerelle entre le marketing et la sociëtë rëside dans la recherche et la pratique de la conve
ISSN:0825-0383
DOI:10.1111/j.1936-4490.1992.tb00589.x
出版商:Blackwell Publishing Ltd
年代:1992
数据来源: WILEY
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10. |
Recension des livres Book Reviews |
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Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration,
Volume 9,
Issue 2,
1992,
Page 162-171
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摘要:
Book reviewed in this article:Net Profits: The Story of National SeaStephen Kimber.The Refiners: A Century of B.C. SugarJohn Schreiner. Vancouver, BC: Douglas&McIntyreThe Trust Builders: The Remarkable Rise of Canada TrustPhilip Smith. TorontoL'individu dans l'organisation Jean‐Franpis ChanlatThe Icarus Paradox: How Exceptional Companies Bring About Their Own Downfall Danny Miller.Strategic Pay Edward E. Lawl
ISSN:0825-0383
DOI:10.1111/j.1936-4490.1992.tb00590.x
出版商:Blackwell Publishing Ltd
年代:1992
数据来源: WILEY
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