Systems Theory and Practice in the Knowledge Age

pp 303-310

A Systems Approach to Marketing

  • Declan P. BannonAffiliated withUniversity of Paisley

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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.