search query: @indexterm macromarketing / total: 24
reference: 14 / 24
| Author: | Shaw, E. |
| Title: | The first dialogue on macromarketing |
| Journal: | Journal of Macromarketing
1995 : SPRING, VOL. 15:1, p. 7-20 |
| Index terms: | MACROMARKETING EXCHANGE RATES STRATEGY |
| Language: | eng |
| Abstract: | The earliest analysis of the socioeconomic foundations of the marketing system is found in a dialogue written 23 centuries ago by Plato. Describing the basis of society in terms of human needs, Plato addresses the most efficient means of satisfying these needs. A chain of reasoning is created linking division of labour to comparative advantage to efficiency in production to a rationale for market exchange. |
SCIMA