Details

Autor(en) / Beteiligte

• Kadirov, Djavlonbek
• Varey, Richard J.

Titel

Symbolism in Marketing Systems

Ist Teil von

• Journal of macromarketing, 2011-06, Vol.31 (2), p.160-171

Ort / Verlag

Los Angeles, CA: SAGE Publications

Erscheinungsjahr

2011

Link zum Volltext

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• The article explores the different aspects of the symbolism of marketing systems. The authors argue that marketing systems maintain distinctive symbolic structures in addition to their functional/operational structures; the environment is an inherent part of the system rather than being outside the system; and symbolic unfolding, that is, the process through which emerging systems address the symbolic controversies of existing systems, underlies the formation of new marketing subsystems. Two implications for macromarketing research are drawn (1) improving the standards of living via making product assortments (that are also symbolic) available to consumers in fact is an unending quest of addressing acute societal problems and contradictions and (2) the design of marketing systems is likely to fail if the symbolic character of a system under development is not taken into account.