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The Small and Long View

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

References

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This Article Abstract Free Full Text (Free PDF) Free Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Google Scholar Articles by Lusch, R. F. Search for Related Content Social Bookmarking                   What's this?