ABSTRACT
This chapter opens with an introduction to the various theoretical perspectives of systems thinking in marketing and society, especially in relation to social impact.Systems have a multiplicity of actors with different agendas and evolve via interactions and exchanges between unequal participants.A fresh approach to marketing systems thinking understands marketing and society through dynamic relationships, and the second section provides insight into complex systems, causal dynamics and multi-level adaptive systems. The final section discusses the tactical and technical issues involved in managing dynamic systems where collaboration, cooperation, compromise and conflict are ever-changing themes underpinning marketing for social impact.
