Extending Robert F. Lusch’s “Big Picture” Thinking: Introduction

Coase Ronald (1960), “The Problem of Social Cost,” Journal of Law and Economics, 3, 1–44.

Friedman Thomas (2014), “Stampeding Black Elephants,” New York Times (November 22).

Herodotus (1968), The Histories, translated by Sélincourt Aubrey de . New York: Penguin Books.

Hunt Shelby D. (1981), “Macromarketing as a Multidemensional Concept,” Journal of Macromarketing, 1 (1), 7–8.

Jacobs J. (1970), The Economy of Cities. London: Vintage Publishers.

Kramer S. (1981), History Begins at Sumer. Philadelphia: University of Pennsylvania Press.

Kravets O. (2017), “On Technology, Magic and Changing the World,” Journal of Macromarketing, 37 (3) 331–333.

Laczniak E. (2017), “The Hidden Costs of Hidden Costs,” Journal of Macromarketing, 37 (3) 324–327.

Layton R. (2017), “Can Macromarketing Learn from 40,000 Years of History?” Journal of Macromarketing, 37 (3) 334–335.

Lusch Robert F . (1997), “From the Editor,” Journal of Marketing, 61 (1), 1–2.

Lusch Robert F. (1998), “From the Editor,” Journal of Marketing, 62 (1), 1.

Lusch Robert F. (2006), “The Small and Long View,” Journal of Macromarketing 26 (2), 240–244.

Lusch Robert F. (2017) “The Long Macro View,” Journal of Macromarketing, 37 (3) 321–323.

Moorman C. (2020) “The View from Bob Lusch’s Shoulders,” Journal of Macromarketing, 40 (3).

Mumford L. (1961), The City in History. New York: Harcourt, Brace, and World.

Nguyen-Van-Tam J. Hampson A. (2003), “The Epidemiology and Clinical Impact of Pandemic Influenza,” Vaccine, 21 (16), 1762–68.

Peterson M. (2017), “Robert F. Lusch—One of a Kind Scholar and a Macromarketer” Journal of Macromarketing, 37 (3) 317–20.

Schultz C. (2017), “Marketing: The Next 40,000 Years,” Journal of Macromarketing, 37 (3) 328–30.

Serpkenci Ray (2020), “A Window on Young Bob Lusch: Reflections of an Early Student,” Journal of Macromarketing, 40 (3).

Shaw Arch W. (1912), “Some Problems in Market Distribution,” Quarterly Journal of Economics, 12, 706–65

Varadarajan Rajan (2020), “Salutation: Dr. Robert F. Lusch,” Journal of Macromarketing, 40 (3).

Vargo Stephen L. Lusch Robert F. (2004), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (1), 1–17.

Wilkie William Moore Elizabeth (1999), “Marketing’s Contributions to Society,” Journal of Marketing, 63 (4 Suppl 1), 198–218.

Wilkie William Moore Elizabeth (2003), “Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development,” Journal of Public Policy & Marketing, 22 (2), 116–46.

Wilkie William Moore Elizabeth (2006), “Examining Marketing Scholarship and the Service-Dominant Logic,” in The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, Lusch R. F. Vargo S. L. , eds. Armonk, NY: M.E. Sharpe.