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) |
|---|---|
| Pages (from-to) | 240-244 |
| Number of pages | 5 |
| Journal | Journal of Macromarketing |
| Volume | 26 |
| Issue number | 2 |
| DOIs | |
| State | Published - Dec 1 2006 |
Keywords
- Complex adaptive systems
- Marketing systems
- Public policy
- Service-dominant logic
ASJC Scopus subject areas
- Marketing
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Cite this
Lusch, R. F. (2006). The small and long view. Journal of Macromarketing, 26(2), 240-244. https://doi.org/10.1177/0276146706291045