Authors: Ian Wilkinson
A review of two key texts by Ralph Breyer in the 1930s reveals a view of the structure and functioning of the marketing system that resonates well with modern theories of business ecology and complexity. I use the review to raise a number of issues regarding the nature of marketing systems, how marketing should be taught and the nature of the strategic problems confronting managers operating in complex adaptive systems. The more holist perspective on marketing taken by Breyer and others of his time have messages fro modern marketing scholars that stand the test of time and underscore the relevance of macromarketing analysis.
Journal: Journal of Macromarketing (23 (June) – 42-49)
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Publish Year: 2003
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