Resumen

MUNOZ MOLINA, YAROMIR  y  VECINO ARENAS, CARLOS ENRIQUE. Analysing Hollander's contribution to macromarketing. estud.gerenc. [online]. 2008, vol.24, n.107, pp.87-106. ISSN 0123-5923.

Macromarketing, as a subject that approaches marketing in relation to the interest of society, requires more relevance in the field of marketing. Stanley Hollander built his marketing thought on the ideal of finding better social conditions. Our main objective is highlighting Hollander's main contributions through a careful review of his publications in macromarketing, by selecting 18 of his main articles in this topic. We classified his contribution in seven areas: reforms, retailing evolution, marketing chain, comparative studies, the interest of marketing in public policy, the consumer power and other miscellaneous problems. After analyzing his ideas, we present some tips and methodological challenges as well as a discussion around teaching and learning considerations drawn from the concept of macromarketing. Finally, we propose possible questions for upcoming research.

Palabras clave : Macromarketing; micromarketing; marketing systems; reforms; public policy; comparative studies.

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