Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1017046 | Journal of Business Research | 2015 | 4 Pages |
Abstract
This study explores the intersections between macro- and positive-marketing approaches to how we improve human welfare, and to consider whether the development of thought in macromarketing can offer insight into questions important to the study of positive marketing. Two perspectives in macromarketing-the developmental school and the critical school-are offered as orientations toward positive marketing research.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
John D. Mittelstaedt, William E. Kilbourne, Clifford J. II,