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Macromarketing and the Concept of Openness: Toward a Research Agenda

Pecotich, A. and Yap, K.B.ORCID: 0000-0002-9901-2612 (2005) Macromarketing and the Concept of Openness: Toward a Research Agenda. In: 30th Annual Macromarketing Conference: Discourse, Diversity and Distinction: Macromarketing at 30 Years, 28 - 31 May 2005, St Petersburg, FL

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Abstract

We attempt to develop a conceptual basis addressing a critical Macromarketing issue – the relationship between openness and human welfare. In doing so we extend the economic literature to Macromarketing and present a model that may serve as a basis for research.

Item Type: Conference Paper
Conference Website: http://society.macromarketing.org/conference/
URI: http://researchrepository.murdoch.edu.au/id/eprint/55295
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