The Long Macro View

Robert F. Lusch

Research output: Contribution to journalComment/debatepeer-review

24 Scopus citations


This invited commentary is an edited transcript of remarks made at the opening session of the 40th Annual Macromarketing Conference at the Quinlan School of Business, Loyola University Chicago (June 25-28, 2015). The minor changes that have been added to the verbal remarks below (e.g., section titles, insertions of a few implied words) have been made for clarification purposes only. The theme of that conference was Social Justice Marketing as Provisioning Technology. The focus takes a very long macro view (40,000 years of homo sapiens as a species!). This telescoping lens enables us to view Homo sapiens aggregately, as a macro systemic sociohistoric structure, with an unknown but arguably alterable future. Hence the essay title, “The Long Macro View”.

Original languageEnglish (US)
Pages (from-to)321-323
Number of pages3
JournalJournal of Macromarketing
Issue number3
StatePublished - Sep 1 2017


  • homo sapiens
  • macro view
  • macromarketing
  • social justice marketing
  • socio-historic structure

ASJC Scopus subject areas

  • Marketing


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