The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model
回顾了宏观营销与微观营销二分法的争议，通过实证检验两者的领域，并开发了一个分类模型来明确这两个概念，有助于营销学者理解其本质区别。
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.