The Five Stages of the Macromarketing Field of Study: From Raison D’etre to Field of Significant Promise

This article contributes to the macromarketing field of study by tracing its evolution through five distinct stages. (1) In Era I (1900-1920), macromarketing was the raison d’etre of the marketing discipline. (2) In Era II (1920-1950), macromarketing became the marketing discipline’s central focus. (3) In Era III (1950-1980), marketing management displaced macromarketing as the discipline’s central focus, but macromarketing continued to be an important part of the discipline. (4) In Era IV (1980-2020), macromarketing became one of four, major, institutionalized fields of study in the marketing discipline, with the others being consumer behavior, quantitative/modeling, and marketing management/strategy. (5) In Era V (2020-?), macromarketing is well-positioned to be not only a major field within the marketing discipline, but also a field of significant promise.