Rodney Oudan (Business Administration and Economics) and Dr Tungi Akins, assistant professor of marketing at Troy University, recently published a paper, “Towards a Theory of Macromarketing in Emerging Economies,” in the The Journal of American Academy of Business, Cambridge, Volume 18, No 2. 343-349, a double blind, peer review journal.
This paper examined macromarketing within the context of the entire economic system, with special emphasis on aggregate performance. The study considered the applicability of macromarketing concepts to the problem of economic development in emerging economies.
Macromarketing is often viewed as creating an efficient system for exchange processes from producers to consumers while accomplishing the objectives of society. An efficient marketing system can have a formative influence that stimulates economic development and can effect changes in behavior patterns and used effectively can have a positive impact on development in emerging economies.
This paper proposes a model of macromarketing based on the understanding, explanation and management of the relationship between marketing and society.