A Systems Approach to Marketing
- Declan P. Bannon
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The objective of this paper is to evaluate a systems approach to marketing in the light of developments in Marketing Theory over the past decade. In particular, contrasts are drawn between traditional transactional based marketing and the presently hailed new paradigm, that of relational exchange based marketing.
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- A Systems Approach to Marketing
- Book Title
- Systems Theory and Practice in the Knowledge Age
- Book Part
- Section Seven
- pp 303-310
- Print ISBN
- Online ISBN
- Springer US
- Copyright Holder
- Kluwer Academic / Plenum Publishers, New York
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