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Macromarketing: Artifact, Social System or Empty Set?

Although scholarly literature on marketing has tended to focus on the problems of managers who work in larger enterprises, who market from the manufacturing level and who operate in a corporate setting, it has rather neglected marketing activities that sell services, that tend to be small, or firms down stream in trade channels and undertakings which are not corporations. The least studied are those enterprises which combine the latter features, namely voluntary organizations. As marketing practices have broadened and marketing theory matured, those organizations that at first