Department of Management

A New Philosophical Underpinning of Macromarketing Theories

Research output: Contribution to book/anthology/report/proceedingArticle in proceedingsResearchpeer-review

This paper proposes a new philosophical foundation for analyzing macromarketing issues, and for further development of macromarketing theory, building on the language philosophy developed by the German/British philosopher Ludwig Wittgenstein. The building blocks are a number philosophical thoughts and concepts: “language is autonomous”, “concept”, “seeing as”, “language-games”, etc. In this paper these philosophical thoughts and concepts
combine so that they over time form recursive processes which spiral. These processes are taken as the philosophical foundation for researching the language and actions of the social actors in marketing systems. The unit of analysis for marketing systems and macromarketing issues is the idea in the recursive process and spiral. The introduction gives a brief overview of what is understood by macromarketing. Followed by a thorough explanation of many of Wittgenstein’s philosophical thoughts and concepts forming a new philosophical foundation
for macromarketing. Lastly, the new philosophical foundation is applied to macromarketing issues.
Original languageEnglish
Title of host publicationMacromarketing and the Crisis of the Social Imagination : Proceedings of the 39th Annual Macromarketing Conference
Number of pages23
Publication year2014
Publication statusPublished - 2014
Event39th Annual Macromarketing Conference - London, United Kingdom
Duration: 2 Jul 20145 Jul 2014
Conference number: 39


Conference39th Annual Macromarketing Conference
LandUnited Kingdom

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