A Managerial Approach to Macromarketing
提出将微观营销中常用的管理方法系统应用于宏观营销，并基于管理控制与公共支持之间的战略平衡，构建了宏观管理的双重概念。
The managerial approach, commonly used in micromarketing, can be systematically applied to the growing area of marketing management with macrosocietal responsibilities. This paper proposes a dual concept for macromanagement based on a strategic balance between managerial control and cultivation of public support.