The use of organisms as a parallel to enable better understanding of organisations has been used infrequently in marketing. The organismic metaphor is brought to the attention of the marketing community. The power of the metaphor is established by making physical and functional parallels between organisms and organisations. Different types of organisations can be viewed as species and some discussion is made about the usefulness of Darwin′s Theory of Natural Selection. The importance of Marketing Information Systems (MIS) is viewed in terms of providing sensory information about the external and internal environment. The existence of systems in nature which can be likened to information‐gathering systems in business suggests a “natural” need for marketing information systems.
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