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Symbolism in marketing systems

Abstract
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.
Type
Journal Article
Type of thesis
Series
Citation
Kadirov, D. & Varey, R.J. (2011). Symbolism in marketing systems. Journal of Macromarketing, 31(2), 160-171.
Date
2011
Publisher
Sage Periodicals
Degree
Supervisors
Rights
Publisher version