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This brief note explores the complementary relationship between the history of both marketing thought and marketing practice and the development of marketing theory, a relationship best described as a double helix.

Reviews the academic research conducted on organizational buying behavior since the publication of Sheth's model of industrial buying behavior in 1973. Discovers an impressive amount of research primarily focused on the decision‐making process, environmental influences and conflict resolution in joint decisions. Also, there is an emerging area of research on supply‐chain partnering and the use of information technology such as networked computing and online data services. States that there is a surplus of empirical studies using descriptive methods and that more analytical approaches on the one hand, and conceptual constructs on the other. Focusses on future academic research in organizational buying behavior. Concludes that purchasing function is dramatically shifting from the transaction‐oriented to the relational‐oriented philosophy, and it is also shifting from domestic to global sourcing. This will change the role, processes and strategies of procurement and, therefore, new research opportunities will emerge for academic scholars. These include understanding suppliers as customers; cross‐functional supplier teaming; economic value of supplier equity; supply experience curves; hub and spoke organization; bonding with suppliers; global sourcing processes; cross‐cultural values in purchasing; cross‐national rules and regulations; and service procurement.

AbstractMacromarketing has not received the pedagogical attention and support it deserves because it lacks a well accepted theory. This paper attempts a theory of macromarketing based on the concept that purpose of macromarketing is, or ought to be, the development and maintenance of a harmonious relationship between marketing and society. A harmonious relationship requires both goal convergence (the what aspect) and process convergence (the how aspect) in any relationship. The paper suggests five determinants of goal convergence between marketing and society: sharedvision, convergent policy, cultural unity, mutual education, and common cause. It also suggests five determinants of process convergence between marketing and society: win‐win value creation, networked organization, mutual interdependence, mutually accepted practices, and frontline information systems. The role of macromarketing as a bridge between marketing and society is to research and practice goal and process convergence.RésuméLe macromarketing n'a pas recu l'attention pëdagogique et le soutien qu'il mërite parce qu'il n'est pas dëfini dans une thëorie bien acceptëe. L'article propose une thëorie du macromarketing fondëe sur le concept voulant que le macromarketing a ou doit avoir pour objet le dëveloppement et le maintien de relations harmonieuses entre le marketing et la sociëtë. Toute relation harmonieuse exige ä la fois une convergence de buts (l'aspect "dëfinition") et une convergence de procëdës (l'aspect "mëthode"). Entre le marketing et la sociëtë, l'article dënombre cinq facteurs dëterminants de convergence de buts: vision partagëe, politique de convergence, unitë culturelle, ëducation mutuelle et cause commune. Il dëfinit aussi cinq dëterminants de convergence de procëdës: crëation d'une valeur gagnang‐gagnant, organisation en rëseau, interdëpendance, pratiques rëciproquement acceptëes et systëmes d'information de premier plan. Le röle du macromarketing en tant que passerelle entre le marketing et la sociëtë rëside dans la recherche et la pratique de la convergence des buts et de la convergence des procëdës.