Publication

The marketing future beyond the limits of growth

Abstract
This review constructs a broad and deep appreciation of what marketing scholars need to understand about economic growth, consumption, and quality of life, not as a problem of how to enhance marketing effectiveness and extend its reach, but rather one of how to focus (or limit) within the specific context of a better-not-more life goal and finite resource budget. The essay synthesizes concise reviews of recent books and finds implications for revisions to marketing and macromarketing principles and practices.
Type
Journal Article
Type of thesis
Series
Citation
Varey, R. J. (2012). The marketing future beyond the limits of growth Journal of Macromarketing, 32(4), 424-433.
Date
2012
Publisher
Sage
Degree
Supervisors
Rights