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The thirteenth annual Macromarketing Conference was held at San Jose State University, San Jose, August 11-14. The 65 attendees heard the 28 presentations and one panel discussion that are abstracted below. The 1989 Conference will be held August 10-13 in Toledo.
The reification of macromarketing proceeds relentlessly as a necessary condition for the development of macromarketing science. But it can become an illusory science relevant unto itself and not to human concerns. To be truly a social science, human values have to be incorporated so that the by...
The magnitude of the consequences of an unethical act as well as the role played by the decision maker (as actor or requestor and in terms of gender) are examined in order to assess their effect upon the likelihood of an ethical decision being made. Managers appear to be practicing situational...
Concepts of buyer productivity and seller productivity have not received much attention in previous macromarketing literature. This article focuses on how the relative productivity of the buyer and the seller shifts with the changing economic environment. The authors advocate a series of...
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