ABSTRACT
Markets are systems of firms, buyers, competing firms, potential buyers, government and non-governmental agencies all meeting around the exchange of information that leads to the matching of demand and supply and subsequently exchanges of goods, services, experiences, and ideas. The multitude of interactions present, and the many feedback loops, mean that only through a systems approach can we have a meaningful overview of the market/marketing phenomena. This chapter considers the place of systems in marketing’s past and the ways in which systems research can contribute to our understanding of market phenomena.
