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The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model

Shelby D. Hunt, John J. Burnett

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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.