Macromarketing addresses important issues at the nexus of marketing and society. The principal scholarly outlet for macromarketing research is the Journal of Macromarketing. In a more interconnected world of markets, marketers, and their stakeholders, macromarketing is an important mechanism to study both opportunities and shortcomings of marketing, and both its intended positive effects and unintended deleterious effects.

The first Macromarketing Seminar was organized by Professor Charles Slater at the University of Colorado in August, 1976. Along with the creation of theJournal of Macromarketingin 1981 and the incorporation of the Macromarketing Society on March 1, 2004, these gatherings define macromarketing as a separate field of scholarly knowledge.