What is it about?

[This specific link takes you to the Lynn Kahle review of Belk-Dholakia-Venkatesh edited book. For the book itself, do a Google Scholar search the title along with editors names]...We (the 3 editors) were able to work with a strong and talented group of contributors to work on the macro dimensions of consumption and marketing. This unique collection offers these papers.

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Why is it important?

Marketing and consumer studies (in the marketing discipline) have an almost compelling tendency to focus on micro issues and problems. Yet, it is self-evident that the impact of marketing on the contemporary world is pervasive and macro. This collection offers a much needed alternative to the dominant micro-studies on marketing and consumer behavior fields.

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This page is a summary of: Consumption and Marketing: Macro Dimensions, Journal of Marketing Research, August 1997, JSTOR, DOI: 10.2307/3151906.
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