The small and long view

Robert F Lusch

Research output: Contribution to journal › Article

20 Citations (Scopus)

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 languageEnglish (US)
Pages (from-to)240-244
Number of pages5
JournalJournal of Macromarketing
Volume26
Issue number2
DOIs
StatePublished - Dec 2006

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Macromarketing
Public policy

Keywords

  • Complex adaptive systems
  • Marketing systems
  • Public policy
  • Service-dominant logic

ASJC Scopus subject areas

  • Marketing

Cite this

The small and long view. / Lusch, Robert F.

In: Journal of Macromarketing, Vol. 26, No. 2, 12.2006, p. 240-244.

Research output: Contribution to journal › Article

Lusch, RF 2006, 'The small and long view', Journal of Macromarketing, vol. 26, no. 2, pp. 240-244. https://doi.org/10.1177/0276146706291045
Lusch RF. The small and long view. Journal of Macromarketing. 2006 Dec;26(2):240-244. https://doi.org/10.1177/0276146706291045
Lusch, Robert F. / The small and long view. In: Journal of Macromarketing. 2006 ; Vol. 26, No. 2. pp. 240-244.
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