The Application of General Systems Theory to an Analysis of Marketing Systems
- 1 December 1983
- journal article
- research article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 3 (2) , 22-32
- https://doi.org/10.1177/027614678300300205
Abstract
The evolution of marketing can be modeled within the paradigm of general systems theory. Using this approach marketing thought can be described in terms of the attempt by organizations to become more aware of and to react to their relevant external public. An analysis of this increasingly complex pattern of system-environment interaction is used to assess the evolution of marketing systems.Keywords
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