Intellectualization in Macromarketing: A World Disenchanted
- 1 December 1988
- journal article
- research article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 8 (2) , 4-10
- https://doi.org/10.1177/027614678800800202
Abstract
The reification of macromarketing proceeds relentlessly as a necessary condition for the development of macromarketing science. But it can become an illusory science relevant unto itself and not to human concerns. To be truly a social science, human values have to be incorporated so that the by humans in the service of humans.Keywords
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