Abstract
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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Bannon, D.P. (2002). A Systems Approach to Marketing. In: Ragsdell, G., West, D., Wilby, J. (eds) Systems Theory and Practice in the Knowledge Age. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-0601-0_35
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DOI: https://doi.org/10.1007/978-1-4615-0601-0_35
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4613-5152-8
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