Macromarketing: A Social Systems Perspective
- 1 December 1984
- journal article
- research article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 4 (2) , 4-17
- https://doi.org/10.1177/027614678400400202
Abstract
The marketing system is a differentiated subsystem of the society, performing functions necessary if society is to adapt to its material environment. In the performance of these functions, the marketing system has an impact on other social systems, the cultural system, and the material environment. This dual relationship is derived from a modified social systems paradigm.Keywords
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