Toward A Unified Theory of Macromarketing: A Systems Theoretic Approach
- 1 October 1991
- journal article
- research article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 11 (2) , 72-82
- https://doi.org/10.1177/027614679101100208
Abstract
This article explores the analytic nature and domain of macromarketing from a systems theoretic perspective. Macromarketing is developed as the study of the complex coordination and control processes underpinning growth, evolution, and design of exchange systems. This approach provides a rich conceptual framework in which to unify the traditional themes of macromarketing and, potentially, to accelerate empirical research.Keywords
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