Can Macromarketing Learn from 40,000 Years of History?

This brief paper argues that Professor Robert Lusch's choice of 40,000 years as a macromarketing time frame is entirely appropriate. It allows macromarketing scholars to explore the natural experiments of history that have accompanied the evolution of market based value exchange networks, and to consider the underlying causal dynamics. In a world of dramatic economic, technological, and political change, the resulting understandings may be essential to effective, system-wide management.