The Small and Long View
- 1 December 2006
- journal article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 26 (2), 240-244
- https://doi.org/10.1177/0276146706291045
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
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