The purpose of this commentary is to stimulate debate on the topic of macromarketing
education. Mark Peterson's textbook Sustainable Enterprise: A Macromarketing Approach …

I wrote this book to explain how businesses can benefit by taking a more holistic approach to
the marketplace. Macromarketing–taking a systems view of the interplay between marketing …

Sustainable Enterprise: A Macromarketing Approach explains how businesses can benefit
by taking a more holistic approach to the marketplace. Macromarketing—taking a systems …

This book is appropriate for the following courses: Sustainable Enterprise Sustainable
Business Practices Sustainability Marketing Society Social Marketing Sustainable …

The Journal of Macromarketing is renowned for expanding the domain of marketing inquiry.
While the rest of the marketing field seems content with a business as usual attitude toward …

Major events in the institutionalization of macromarketing include (1) the series of
macromarketing conferences that began at the University of Colorado in 1976,(2) the …

Is sustainability a megatrend? If so, what does it mean to be a megatrend, and how can
macromarketing advance our understanding of sustainability as a megatrend? This article …

Mark Peterson's is the latest in a number of efforts to provide macromarketing teaching
materials. This commentary discusses two important monographs published in the early …

Purpose This paper reviews recent developments in marketing-related sustainable business
practices (SBP) that macromarketing scholars have researched and debated for four …

Marketing classes are often focused on the micro level, failing to account for wider societal
issues. In this article, we argue for the inclusion of a wider macro-sustainability focus, one …