This article contributes to the macromarketing field of study by tracing its evolution through five distinct stages. (1) In Era I (1900-1920), macromarketing was the raison d’etre of the marketing discipline. (2) In Era II (1920-1950), macromarketing became the marketing discipline’s central focus. (3) In Era III (1950-1980), marketing management displaced macromarketing as the discipline’s central focus, but macromarketing continued to be an important part of the discipline. (4) In Era IV (1980-2020), macromarketing became one of four, major, institutionalized fields of study in the marketing discipline, with the others being consumer behavior, quantitative/modeling, and marketing management/strategy. (5) In Era V (2020-?), macromarketing is well-positioned to be not only a major field within the marketing discipline, but also a field of significant promise.

本文通过追踪五个不同阶段的发展，为宏观营销研究领域做出了贡献。（1）在第一纪元（1900-1920），宏观营销是营销学科的存在根源。（2）在第二阶段（1920-1950年），宏观营销成为市场营销学的中心焦点。（3）在第三时代（1950-1980年），市场营销管理取代了宏观营销成为该学科的中心重点，但是宏观营销仍然是该学科的重要组成部分。（4）在第四代（1980-2020年），宏观市场营销成为市场营销学科中四个主要的制度化研究领域之一，其他领域为消费者行为，量化/建模和市场营销管理/战略。（5）在第五纪元（2020-？），宏观行销不仅处于行销学科的主要领域，