Research

Macromarketing as Agorology: Macromarketing Theory and the Study of the Agora

Twenty-five years of conceptual and empirical research in macromarketing can be synthesized in three fundamental, complementary principles: that markets are systems, that markets are heterogeneous, and the actions of market participants have consequences far beyond the boundaries of firms. Together, these principal findings form the foundation of a theory of macromarketing. The authors argue that macro-marketing, in contrast to micromarketing and microeconomics, is uniquely positioned to address many market-related questions of the coming century.

Publication Information
Article Title: Macromarketing as Agorology: Macromarketing Theory and the Study of the Agora
Journal: Journal of Macromarketing (2006)
26 (2), 131-142
Author(s): Mittelstaedt, John D;  Kilbourne, W.E.;  Mittelstaedt, Robert A
Researcher Information
    
Mittelstaedt, Robert A
Mittelstaedt, Robert A
Emeritus
Marketing
HLH 345
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
rmittelstaedt1@unl.edu