2011Kadirov_Macrosystems.pdf (274.19 kB)

Macro-systems role of marketing: Do we trade environment for welfare?

Download (274.19 kB)
journal contribution
posted on 11.08.2020 by Djavlonbek Kadirov
The purpose of this research is to advance understanding of the macro-systems role of marketing. The author augments the equivocal principle of marketing (EPM) with the hypothesis that marketing has a negative indirect impact on societal welfare. The estimation of a structural error correction model in the context of the U.S. marketing system confirms that there exists a negative long-run relationship between environmental entropy and sustainable welfare with marketing positively associated with environmental entropy. This fact invalidates the assumptions behind the trade-off conjecture, which could only be supported if one is willing to accept the economic welfare myth. © SAGE Publications 2011.

History

Preferred citation

Kadirov, D. (2011). Macro-systems role of marketing: Do we trade environment for welfare? Journal of Macromarketing, 31(4), 359-375. https://doi.org/10.1177/0276146711409944

Journal title

Journal of Macromarketing

Volume

31

Issue

4

Publication date

01/12/2011

Pagination

359-375

Publisher

SAGE Publications

Publication status

Published

Online publication date

23/05/2011

ISSN

0276-1467

eISSN

1552-6534

Language

en

Exports