The marketing future beyond the limits of growth
Citation
Export citationVarey, 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
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.
Date
2012Type
Publisher
Sage
Collections
- Management Papers [1153]