| Tekijä: | Keep, W. |
| Otsikko: | Structuring the macromarket: lessons from Alexander Hamilton |
| Lehti: | Journal of Macromarketing
1994 : SPRING, VOL. 14:1, P. 23-30 |
| Asiasana: | MACROMARKETING USA HISTORY |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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