The Hidden Costs of Hidden Costs

Authors

Gene R. Laczniak, Marquette UniversityFollow

Document Type

Article

Language

eng

Publication Date

9-1-2017

Publisher

SAGE Publications

Source Publication

Journal of Macromarketing

Source ISSN

0276-1467

Abstract

This brief comment expands on the “long macro view” observation of Prof. Robert Lusch that human choices, including market choices, have massive and unseen costs. It is argued here that a central challenge for macromarketing scholars is to make transparent the hidden costs embedded in macromarketing systems and sub-systems so that their true complexity and heterogeneity are better understood. Distributive Justice demands such consideration.

Comments

Accepted version. Journal of Macromarketing, Vol. 37, No. 3 (September 1, 2017): 324-327. DOI. © 2017 SAGE Publications. Used with permission.

Recommended Citation

Laczniak, Gene R., "The Hidden Costs of Hidden Costs" (2017). Marketing Faculty Research and Publications. 290.
https://epublications.marquette.edu/market_fac/290