ABSTRACT
This chapter gives an overview of current literature in the area of macro-social marketing. It first looks at the theoretical developments in the area where direct conceptual development has taken place. Development has occurred through the application of systems thinking and systems theory to the area of social marketing. Specifically, MAS theory, MLP theory, institutional theory, and behavioural ecology have been applied. Following this, the chapter covers the methodological developments in the area and also provides an overview of the chapters in this volume.
