This special issue on “Research Methodologies for Macromarketing” focuses on how we investigate macromarketing phenomena, the ways we “know” about macromarketing. This introduction considers the difficulty of macromarketing research and introduces the seven papers in the special issue. I would like to thank the authors and reviewers for this special issue. They have worked together in a constructive manner to produce seven strong articles related to the special issue topic.
RittelHorst W.WebberMelvin M. (1973), “Dilemmas in a General Theory of Planning,” Policy Sciences, 4 (2), 155–69.
12.
WooliscroftBen (2006), “Wroe Alderson a Life,” in A Twenty-first Century Guide to Aldersonian Marketing Thought, WooliscroftBenTamiliaRobertShapiroStanley J., eds. New York: Springer, 3–32.
