Abstract
Macromarketing research should be grounded in a small view of things. It should focus on the microactions of microactors that create macrostructures. At the same time, macromarketing thought should embrace a long view of things since only a long view of system behavior can separate successful from unsuccessful public policy.
Original language | English (US) |
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Pages (from-to) | 240-244 |
Number of pages | 5 |
Journal | Journal of Macromarketing |
Volume | 26 |
Issue number | 2 |
DOIs | |
State | Published - Dec 2006 |
Keywords
- Complex adaptive systems
- Marketing systems
- Public policy
- Service-dominant logic
ASJC Scopus subject areas
- Marketing