Author Description

This text focuses on exploring the macro dimensions of marketing, an area often let untouched by researchers in this field. The result of such differences in perspective is that there is very little dialogue between marketing researchers, who are immersed in consumption and marketing, and other social scientists, who look at these areas from some distance.<br/>The textUs collection of six essays on macro dimensions of consumption and marketing attempts to foster dialog between these two points of view. The essays are mainly by marketing scholars, and the commentaries on these essays are mainly by social scientists from other fields that have consumption or markets as an area of interest.<br/>As a result of its unique approach, this book will be of value as a text to researchers concerned with understanding consumption and marketing in their broader social contexts and exploring the significance of macro perspectives within consumption and marketing.