Macromarketing as Agorology: Macromarketing Theory and the Study of the Agora

By John D. Mittelstaedt, William E. Kilbourne, R. Mittelstaedt. 2006

180 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/3358cd70a38ffbb19082b208fb8c76bd15a58f3d

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Maria Colurcio
2. Bo Edvardsson
3. Javier Reynoso
4. Kaisa Koskela-Huotari
5. Steve Baron
6. Stephen Louis Vargo
7. Robert F. Lusch
8. Melissa Archpru Akaka

In Sociology and Political Science

1. R. Layton
2. Stephen Louis Vargo
3. Maria Colurcio
4. Robert F. Lusch

Citations in the corpus

• On Economic Growth, Marketing Systems, and the Quality of Life (2009, background): “Polanyi (1944) pointed out that societies may choose a reciprocative or a redistributive pattern in which to handle the production and distribution of goods and services.”
• A Systems Perspective on Markets: Toward a Research Agenda (2017, background): “…macromarketing, which has, for over thirty years, focused on understanding the market, marketing systems and the role of marketing in the society (Mittelstaedt, Kilbourne, and Mittelstaedt, 2006), but has remained as the primary intellectual pursuit of a relatively limited number of academics…”