The Marketing System and the Environment
- 1 April 1985
- journal article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 19 (4) , 54-72
- https://doi.org/10.1108/eum0000000004740
Abstract
Gives a critical examination of “Markets” within the marketing environment, and suggests that the system of marketing can be described by two fundamental dimensions: activity and product. Presents a normative view of the relationships that exist between a marketing system and its environment. Proposes that the system is more effective in same conditions than in others. Indicates that the dynamics of marketing strategy and competitive advantage should be considered.Keywords
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