Reflections on sustainable enterprise: A macromarketing approach for macromarketing education. / Reppel, Alexander.

In: Journal of Macromarketing, Vol. 32, No. 4, 09.08.2012, p. 397–403.

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Reflections on sustainable enterprise: A macromarketing approach for macromarketing education. / Reppel, Alexander.

In: Journal of Macromarketing, Vol. 32, No. 4, 09.08.2012, p. 397–403.

Research output: Contribution to journalArticle

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Reppel, Alexander. / Reflections on sustainable enterprise: A macromarketing approach for macromarketing education. In: Journal of Macromarketing. 2012 ; Vol. 32, No. 4. pp. 397–403.

BibTeX

@article{cbcbad38521b48049377c4b58d853be9,
title = "Reflections on sustainable enterprise: A macromarketing approach for macromarketing education",
abstract = "The purpose of this commentary is to stimulate debate on the topic of macromarketing education. Mark Peterson{\textquoteright}s textbook Sustainable Enterprise: A Macromarketing Approach, which advocates a market-based approach to sustainability, is discussed in the context of a new marketing program exploring the intersection between marketing, markets, and society. As part of the discussion, the developmental and critical perspectives of macromarketing thought are contrasted with each other and also with the managerial perspective that dominates much of today{\textquoteright}s marketing education. The commentary concludes with a call for critical reflexivity in macromarketing education and cautions that market-based approaches to sustainability can only work toward a sustainable future, but not solve the problem of an unsustainable lifestyle.",
keywords = "Macromarketing, Education, Commentary",
author = "Alexander Reppel",
year = "2012",
month = aug,
day = "9",
doi = "10.1177/0276146712454436",
language = "English",
volume = "32",
pages = "397–403",
journal = "Journal of Macromarketing",
issn = "0276-1467",
publisher = "SAGE Publications Inc.",
number = "4",

}

RIS

TY - JOUR

T1 - Reflections on sustainable enterprise: A macromarketing approach for macromarketing education

AU - Reppel, Alexander

PY - 2012/8/9

Y1 - 2012/8/9

N2 - The purpose of this commentary is to stimulate debate on the topic of macromarketing education. Mark Peterson’s textbook Sustainable Enterprise: A Macromarketing Approach, which advocates a market-based approach to sustainability, is discussed in the context of a new marketing program exploring the intersection between marketing, markets, and society. As part of the discussion, the developmental and critical perspectives of macromarketing thought are contrasted with each other and also with the managerial perspective that dominates much of today’s marketing education. The commentary concludes with a call for critical reflexivity in macromarketing education and cautions that market-based approaches to sustainability can only work toward a sustainable future, but not solve the problem of an unsustainable lifestyle.

AB - The purpose of this commentary is to stimulate debate on the topic of macromarketing education. Mark Peterson’s textbook Sustainable Enterprise: A Macromarketing Approach, which advocates a market-based approach to sustainability, is discussed in the context of a new marketing program exploring the intersection between marketing, markets, and society. As part of the discussion, the developmental and critical perspectives of macromarketing thought are contrasted with each other and also with the managerial perspective that dominates much of today’s marketing education. The commentary concludes with a call for critical reflexivity in macromarketing education and cautions that market-based approaches to sustainability can only work toward a sustainable future, but not solve the problem of an unsustainable lifestyle.

KW - Macromarketing

KW - Education

KW - Commentary

U2 - 10.1177/0276146712454436

DO - 10.1177/0276146712454436

M3 - Article

VL - 32

SP - 397

EP - 403

JO - Journal of Macromarketing

JF - Journal of Macromarketing

SN - 0276-1467

IS - 4

ER -