The Future of Macromarketing: Recommendations Based on a Content Analysis of the Past Twelve Years of the Journal of Macromarketing

In their essays published in the Silver Anniversary Issue (SAI) of theJournal of Macromarketing(2006), George Fisk and Mark Peterson independently outlined the current state of the discipline and made a list of visionary recommendations that would help macromarketers adapt and respond to the changing markets, marketing, and societies. These recommendations ranged from repositioning the discipline around the ideas of societal development to leading the way across disciplines toward achieving a sustainable world. Based on a thorough content analysis of the articles published in theJournal of Macromarketingsince the SAI, we aim to report the extent to which macromarketing scholarship has responded to the recommendations of Fisk and Peterson. Utilizing the findings, we make a list of new recommendations that can assist macromarketers in fulfilling their mission of 'saving the world'.