Document Type
Conference Proceeding
Publication Date
6-2011
Publication Title
36th Annual Macromarketing Conference
Abstract
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.
Recommended Citation
Benton, Jr., Raymond (2011), “Comments Made During the Plenary Session on Macromarketing and Politics, Roundtable on Macromarketing and Politics,” 36th Annual Macromarketing Conference, Mason School of Business, College of William & Mary, June 5-June 8, 2011.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
Copyright Statement
© 2011 Raymond Benton, Jr.
Comments
© 2011 Raymond Benton, Jr.