BOOK REVIEW

Abstract

There is a tendency to view collections of readings with an air of “here we go again.” This is not so with this book. As a discipline marketing must accommodate change and must reconsider its activities with respect to changing philosophies and management approaches. The systems approach to marketing thinking presents a new and alternative method with which to analyse the marketing activity.

Citation

(1972), "BOOK REVIEW", International Journal of Physical Distribution, Vol. 2 No. 3, pp. 151-151. https://doi.org/10.1108/eb038870