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.
Keywords
MacromarketingFocus (optics)SociologyEnvironmental ethicsMarketingBusinessPhilosophy
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Publication Info
- Year
- 2006
- Type
- article
- Volume
- 26
- Issue
- 2
- Pages
- 240-244
- Citations
- 42
- Access
- Closed
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Cite This
Robert F. Lusch
(2006).
The Small and Long View.
Journal of Macromarketing
, 26
(2)
, 240-244.
https://doi.org/10.1177/0276146706291045
Identifiers
- DOI
- 10.1177/0276146706291045