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Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars

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  • Mittelstaedt, John D.
  • Kilbourne, William E.
  • Shultz, Clifford J.

Abstract

This study explores the intersections between macro- and positive-marketing approaches to how we improve human welfare, and to consider whether the development of thought in macromarketing can offer insight into questions important to the study of positive marketing. Two perspectives in macromarketing—the developmental school and the critical school—are offered as orientations toward positive marketing research.

Suggested Citation

  • Mittelstaedt, John D. & Kilbourne, William E. & Shultz, Clifford J., 2015. "Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars," Journal of Business Research, Elsevier, vol. 68(12), pages 2513-2516.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:12:p:2513-2516
    DOI: 10.1016/j.jbusres.2015.06.038
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    References listed on IDEAS

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    1. Aksoy, Lerzan & Keiningham, Timothy L. & Buoye, Alexander & Larivière, Bart & Williams, Luke & Wilson, Ian, 2015. "Does loyalty span domains? Examining the relationship between consumer loyalty, other loyalties and happiness," Journal of Business Research, Elsevier, vol. 68(12), pages 2464-2476.
    2. Stoeckl, Verena E. & Luedicke, Marius K., 2015. "Doing well while doing good? An integrative review of marketing criticism and response," Journal of Business Research, Elsevier, vol. 68(12), pages 2452-2463.
    3. Ger, Guliz & Belk, Russell W., 1996. "Cross-cultural differences in materialism," Journal of Economic Psychology, Elsevier, vol. 17(1), pages 55-77, February.
    4. Krush, Michael T. & Pennington, Julia R. & Fowler, Aubrey R. & Mittelstaedt, John D., 2015. "Positive marketing: A new theoretical prototype of sharing in an online community," Journal of Business Research, Elsevier, vol. 68(12), pages 2503-2512.
    5. Kilbourne, William E. & Beckmann, Suzanne C. & Thelen, Eva, 2002. "The role of the dominant social paradigm in environmental attitudes: a multinational examination," Journal of Business Research, Elsevier, vol. 55(3), pages 193-204, March.
    6. Gopaldas, Ahir, 2015. "Creating firm, customer, and societal value: Toward a theory of positive marketing," Journal of Business Research, Elsevier, vol. 68(12), pages 2446-2451.
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    Cited by:

    1. Helen Borland & Yohan Bhatti & Adam Lindgreen, 2019. "Sustainability and sustainable development strategies in the U.K. plastic electronics industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 805-818, July.
    2. Aksoy, Lerzan & Keiningham, Timothy L. & Buoye, Alexander & Larivière, Bart & Williams, Luke & Wilson, Ian, 2015. "Does loyalty span domains? Examining the relationship between consumer loyalty, other loyalties and happiness," Journal of Business Research, Elsevier, vol. 68(12), pages 2464-2476.
    3. Bublitz, Melissa G. & Peracchio, Laura A., 2015. "Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes," Journal of Business Research, Elsevier, vol. 68(12), pages 2484-2493.
    4. Krush, Michael T. & Pennington, Julia R. & Fowler, Aubrey R. & Mittelstaedt, John D., 2015. "Positive marketing: A new theoretical prototype of sharing in an online community," Journal of Business Research, Elsevier, vol. 68(12), pages 2503-2512.
    5. Casotti, Letícia Moreira, 2019. "Ensino e pesquisa de marketing: A pílula vermelha como alternativa," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 59(5), October.
    6. Stoeckl, Verena E. & Luedicke, Marius K., 2015. "Doing well while doing good? An integrative review of marketing criticism and response," Journal of Business Research, Elsevier, vol. 68(12), pages 2452-2463.

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