What is the Market? Is it a physical space where people come to buy and sell goods and services? Is it an economic force that pushes businesses to compete? Or is it a social space where our mental models of society interact with strangers?
Macromarketer Robert F. Lusch worked from this third perspective, analyzing the market from a holistic approach and included various analyses from other social sciences. He was a prolific author with a long list of publications, who received various awards and honorary appointments. While his colleagues mourn his passing, they reflect on his humble and confident personality, and his unique approach of combining Marketing and Ethics.
Mark Peterson recently published an article in the Journal of Macromarketing entitled “Robert F. Lusch –One of a Kind Scholar and a Macromarketer,” which is free to read for a limited time. The abstract for this article is below:
Robert F. Lusch spoke in a plenary session at the 2015 Macromarketing Conference in Chicago and shared four ideas he felt will have importance to macromarketing scholars in the future. His essay “The Long Macro View” follows. In it, he highlights humans’ innate propensity for 1) engaging in exchange, 2) creating technology, 3) encountering choices with unseen costs, and 4) developing institutions to coordinate interactions with each other. Four macromarketers offer their own comments on this essay: 1) Gene R. Laczniak (who also organized the set of commentaries on “The Long Macro View”), 2) Olga Kravets, 3) Clifford J. Shultz, II, and 4) Roger A. Layton. These commentaries were authored and edited shortly before Bob Lusch passed away.
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Photo of Robert F. Lusch attributed to the University of Arizona.