A Systems Approach to Marketing

  • Declan P. Bannon


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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Copyright information

© Springer Science+Business Media New York 2002

Authors and Affiliations

  • Declan P. Bannon
    • 1
  1. 1.University of PaisleyPaisleyUK

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