POSIT‐ively soft systems methodology for marketing

Abstract

Soft systems methodology (SSM) is a procedure for achieving improvement in human activity systems which has been applied in a wide variety of practical instances. POSIT ‐ a marketing mnemonic ‐ is a conceptual approach to marketing and its components, which also has been employed to analyse both practical situations and the subject of marketing itself. SSM and POSIT, although distinct, have features in common which are explored in this paper. A reader‐friendly simulation of SSM is taken as an example to show the relationships of the two methodologies in the analysis of marketing as an indicative human activity system.

Citation

Driver, J. and Louvieris, P. (1998), "POSIT‐ively soft systems methodology for marketing", European Journal of Marketing, Vol. 32 No. 5/6, pp. 419-440. https://doi.org/10.1108/03090569810215795