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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.
Meade et al. (Tue,) studied this question.