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首页> 外文期刊>Journal of macromarketing >Macromarketing in the Age of Neoliberalism: What is to be done?
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Macromarketing in the Age of Neoliberalism: What is to be done?

机译：新自由主义时代的宏观营销：该怎么办？

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摘要

Macromarketers study the cultural, social and political logic of markets and market systems, among other things. So, what then is the role and purpose of macromarketing in times of perpetual economic emergency, recognized even by respected cheerleaders of liberal market capitalism such as the Wall Street Journal and the Harvard Business Review as a crisis of capitalism? As we live in and study a system that produces increasing economic inequality, environmental degradation, new forms of apartheid, the celebration of Apple and the cruelty of Foxconn, new ethical obligations arise; an ethics that perhaps begins with recognizing that slave labor, trafficking of humans and human organs, the incarceration of millions, mass pauperization, and the violence drug and oil wars are not deplorable aberrations of the global capitalist system but are, in fact, constituent of its totality.
机译：宏观市场营销人员主要研究市场和市场体系的文化，社会和政治逻辑。那么，在永久的经济紧急情况下，甚至被尊敬的自由市场资本主义拉拉队（如《华尔街日报》和《哈佛商业评论》）视为资本主义危机，宏观营销的作用和目的是什么？当我们生活和研究一个导致日益严重的经济不平等，环境恶化，种族隔离的新形式，对苹果的庆祝以及对富士康的残酷对待的制度时，就产生了新的道德义务；这种伦理学可能始于认识到奴隶劳动，人口贩运和人体器官，数百万的监禁，大规模贫困化，暴力和毒品和石油战争不是全球资本主义体系可恶的畸变，但实际上是它的整体。

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