The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model

What is the nature of macromarketing? What is the nature of micromarketing? This article reviews the controversy concerning the nature of the dichotomy, empirically examines the domains of macromarketing and micromarketing and attempts to resolve the controversy by developing a taxonomical model for specifying both concepts. ABSTRACT FROM AUTHOR Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model’, ShelbyD.Hunt and JohnJ.BurnettJournal of Marketing, 46(3) (1982): 11–26. Published by the American Marketing Association. Reprinted with permission.
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