Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Click here for more information on Marketing Management

Sign In to gain access to subscriptions and/or personal tools.
Journal of Macromarketing
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via HighWire
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Lusch, R. F.
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

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

Journal of Macromarketing, Vol. 26, No. 2, 240-244 (2006)
DOI: 10.1177/0276146706291045
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?


This article has been cited by other articles:


Home page
 Marketing TheoryHome page
B. Wooliscroft
Re-inventing Wroe?
Marketing Theory, December 1, 2008; 8(4): 367 - 385.
[Abstract] [PDF]