Macromarketing As Agorology: Macromarketing Theory And The Study Of The Agora  

Oleh:

Mittelstaedt, John D. ; Kilbourne, William E. ; Mittelstaedt, Robert A.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Macromarketing vol. 26 no. 2 (Aug. 2006), page 131-142.
Topik: marketing theory; externalities; markets; systems; agorology
Fulltext: 131.pdf (110.51KB)

Isi artikel

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 macromarketing, in contrast to micromarketing and microeconomics, is uniquely positioned to address many market-related questions of the coming century.

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