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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251698
Page Count: 16
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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.
Journal of Marketing © 1982 American Marketing Association