Toward A Unified Theory of Macromarketing: A Systems Theoretic Approach

This article explores the analytic nature and domain of macromarketing from a systems theoretic perspective. Macromarketing is developed as the study of the complex coordination and control processes underpinning growth, evolution, and design of exchange systems. This approach provides a rich conceptual framework in which to unify the traditional themes of macromarketing and, potentially, to accelerate empirical research.