Business Commons^™

Plenary Session On Macromarketing And Politics Roundtable On Macromarketing And Politics, Raymond Benton Jr.

School of Business: Faculty Publications and Other Works

In this conference presentation I draw on C.S. Lewis to make the point that newspapers, films, novels, and textbooks all undermine the macromarketing point of view. Every student in every class in all schools of business sees economics everywhere and by it they see, interpret, and understand everything else. That blocks a macromarketing perspective, a perspective that does not rely on the market and the state as the sole alternatives in the provisioning systems of societies (George Fisk’s widely referenced definition of marketing among the macromarketing community). To fully grasp that one must appreciate that the market is a metaphor.