The Marketing System and the Environment

Abstract

Gives a critical examination of “Markets” within the marketing environment, and suggests that the system of marketing can be described by two fundamental dimensions: activity and product. Presents a normative view of the relationships that exist between a marketing system and its environment. Proposes that the system is more effective in same conditions than in others. Indicates that the dynamics of marketing strategy and competitive advantage should be considered.

Citation

Glaser, S. (1985), "The Marketing System and the Environment", European Journal of Marketing, Vol. 19 No. 4, pp. 54-72. https://doi.org/10.1108/EUM0000000004740