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.
||Macromarketing as Agorology: Macromarketing Theory and the Study of the Agora
Journal of Macromarketing (2006)
26 (2), 131-142
||Mittelstaedt, John D; Kilbourne, W.E.; Mittelstaedt, Robert A
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|Mittelstaedt, Robert A||Marketing