Macromarketing: an answer on the challenges of the call-out economy

Purpose The purpose of this study is to discuss the evolution of macromarketing within evolving value creation, markets, management and marketing. This contribution also elaborates on the call out-economy. Design/methodology/approach The method used is a structuring reflection on literature. Findings To this end, the changes in value creation based on versioning 1.0–4.0 will first be introduced. If value creation changes and markets are understood as rooms for organizing value creation, then markets will also change from 1.0 to 4.0 and with it the importance of Economic Communication 1.0–4.0. It changed from a paradoxical side note (Market 1.0) (classic economy) to the central market driving force in markets as social communication systems (Market 4.0). This change also establishes the call-out economy. Call-outs are attempts to become narratives to shape markets. In line with the markets and the importance of Communication, Management, Marketing and Macromarketing 1.0–4.0 have also developed. Macromarketing is used to synchronize values. This is what macromarketing works for the exchange of knowledge. To accomplish this, it is a relational method (e.g. dialogue and co-creation) that requires a corresponding spirit and media literacy to operate. Research limitations/implications On the one hand, the argumentation is based on a review of relevant scientific literature and is, therefore, founded. On the other hand, the conception of the call-out economy is an initiation debate that first invites critical scrutiny. Therefore, the call-out economy has long been a reality in market societies. However, it still needs to be empirically detailed and proofed. Originality/value Elaboration on the versioning of Value Creation, Markets, Management, Marketing and Macromarketing 1.0–4.0. Characterizing the call out-economy.