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The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model

Shelby D. Hunt and John J. Burnett
Journal of Marketing
Vol. 46, No. 3 (Summer, 1982), pp. 11-26
DOI: 10.2307/1251698
Stable URL: http://www.jstor.org/stable/1251698
Page Count: 16
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model
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Abstract

What is the nature of macromarketing? What is the nature of micromarketing? This article reviews the controversy concerning the nature of the macromarketing/micromarketing dichotomy, empirically examines the domains of macromarketing and micromarketing and attempts to resolve the controversy by developing a taxonomical model for specifying both concepts.

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