ABSTRACT
This chapter examines the relationship between critical macromarketing, sustainable marketing, and globalization. It discusses critical macromarketing as a sub-field of macromarketing with a different focus. The chapter provides brief explanations of both sustainability and globalization through the lens of critical macromarketing. It aims to put markets, sustainability, and globalization into the proper perspective showing that none can be considered without addressing its relationship with the others. Within Western industrial societies, the focus of the chapter, markets function in similar albeit not identical ways under very different paradigms. The chapter focuses on the classic underpinnings of social critique through the centuries. It helps the reader to glean some insights about the critical school and its approach to markets, sustainability, and globalization.
