Macromarketing: A Canadian Perspective is a collection of papers presented in the Third Triennial Canadian Marketing Workshop held in Toronto in June 1979. This collection is edited by Donald N. Thompson, Patricia Simmie, Louise Heslop, and Stanley J. Shapiro. The papers present a historical perspective of macromarketing in the 1980s with a Canadian perspective, including the general areas of consumerism, consumer protection public policy, and market regulation. Canadian market-specific issues that were prevalent at that time such as promoting visual art, post-offices, and energy management are also featured.
Patricia Simmie is Executive Vice President of Ipsos Reid, the leading market intelligence and public opinion research firm in Canada. She co-edited the proceeding Macromarketing in 1980.