The small and long view

Robert F. Lusch

Research output: Contribution to journalArticlepeer-review

28 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)240-244
Number of pages5
JournalJournal of Macromarketing
Issue number2
StatePublished - Dec 2006
Externally publishedYes


  • Complex adaptive systems
  • Marketing systems
  • Public policy
  • Service-dominant logic

ASJC Scopus subject areas

  • Marketing


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