Apaiwongse, Tom Suraphol
April 2014
Asia Pacific Journal of Medical Toxicology;Spring2014, Vol. 26 Issue 1, p43
Academic Journal
A series of continuous debates has been made involving different aspects of marketing theory. The lively and interesting debates have indicated a heightened interest in an expanding range of concerns of marketing. Recent controversial developments in macro-marketing theory call for a reevaluation of goals and directions in the theoretical development of the discipline. This article reviews the nature of the macro-marketing theory, discusses the controversy by examining the domain for the concept of macro-ecological marketing, and attempts to broaden the ecological marketing thought. The article also suggests that ecological marketing theory is an appropriate direction in which macro-marketing may move.


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