The marketing future beyond the limits of growth
Varey, R. J. (2012). The marketing future beyond the limits of growth Journal of Macromarketing, 32(4), 424-433.
Permanent Research Commons link: https://hdl.handle.net/10289/6938
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.
- Management Papers