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Journal of Macromarketing, Vol. 26, No. 2, 240-244 (2006)
DOI: 10.1177/0276146706291045

The Small and Long View

Robert F. Lusch

Eller College of Management at the University of Arizona, 320 McClelland Hall, Tucson, Arizona 85721; phone: (520) 621-7480; rlusch{at}eller.arizona.edu

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.

Key Words: marketing systems • complex adaptive systems • public policy • service-dominant logic


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