The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model

Shelby D. Hunt · John J. Burnett

103 citations0/0 files storedJournal of Marketing

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Marketing and Advertising Strategies Consumer Behavior and Market Dynamics Business and Management Studies

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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2013Principles of Numerical Taxonomy 1966Philosophy of Natural Science 1971Social Marketing: An Approach to Planned Social Change 1972A Generic Concept of Marketing 1969Broadening the Concept of Marketing 1970Explanation in Geography 1991European Journal of Marketing 1976The Nature and Scope of Marketing

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