Abstract
Robert F. Lusch spoke in a plenary session at the 2015 Macromarketing Conference in Chicago and shared four ideas he felt will have importance to macromarketing scholars in the future. His essay “The Long Macro View” follows. In it, he highlights humans’ innate propensity for 1) engaging in exchange, 2) creating technology, 3) encountering choices with unseen costs, and 4) developing institutions to coordinate interactions with each other. Four macromarketers offer their own comments on this essay: 1) Gene R. Laczniak (who also organized the set of commentaries on “The Long Macro View”), 2) Olga Kravets, 3) Clifford J. Shultz, II, and 4) Roger A. Layton. These commentaries were authored and edited shortly before Bob Lusch passed away.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callSimilar Papers
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
