Macromarketing is a diverse and ecclectic field and many definitions have been offered, including:

``Macromarketing literally deals with big/important issues, beyond comparatively simple exchanges between buyers and sellers, or even relationships between companies and customers. 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. This suggests macromarketing includes an optimistic perspective; that it seeks functional mechanisms to enhance marketing processes, to the benefit of the largest number of stakeholders, the world over.'' (Shultz)

``...macromarketing is a multidimensional construct, (which) refers to the study of (1) marketing systems, (2) the impact and consequence of marketing systems on society, and (3) the impact and consequence of society on marketing systems'' (Hunt 1981, p. 8)

Fisk (1981) added that (macro)marketing should be viewed as social process, as (1) a life-support system provisioning technology, with concerns about (2) quality and quantity of life-goals served by marketing, 2 (3) a technology for mobilizing and allocating resources and (4) is concerned about the consequences of marketing --- the spillover effects of marketing --- for those who may not seek or be aware of the intended or unintended activities of marketers (pp. 3, 4, 5)