search query: @author Keep, W. / total: 3
reference: 3 / 3
« previous | next »
| Author: | Keep, W. |
| Title: | Structuring the macromarket: lessons from Alexander Hamilton |
| Journal: | Journal of Macromarketing
1994 : SPRING, VOL. 14:1, P. 23-30 |
| Index terms: | MACROMARKETING USA HISTORY |
| Language: | eng |
| Abstract: | As the first U.S. Secretary of the Treasury, Alexander Hamilton exerted significant influence on the formation of governmental policy. This article examines Hamilton's attempt to institute a macromarketing plan for the United States. This plan would have promoted commerce, as well as economic and social development, but it failed. Hamilton's experience exemplifies the difficulty in developing a comprehensive macromarketing plan. Based on Hamilton's experience, the political process appears to favor piecemeal, pragmatic policies with clear short-term results but less apparent long-term implications. |
« previous | next »
SCIMA