Marketing Systems—A Core Macromarketing Concept

Layton, Roger A.

doi:10.1177/0276146707302836

Cited by 411Marketing and Advertising StrategiesBusiness and Management StudiesManagement and Marketing Education

Marketing Systems—A Core Macromarketing Concept

Layton, Roger A.·2007·Journal of Macromarketing

DOI 10.1177/0276146707302836

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Abstract

This article highlights the central role that the study of marketing systems could and should play in the discipline of macromarketing. Drawing from a wide-ranging literature, a new definition of marketing systems is shared. The study of a marketing system furthermore can be approached in one or more of at least four ways. Each approach discussed raises issues of modeling and measurement, of attributes, and of inputs and outputs, which increasingly often will provide insights into system design alternatives. Placing the concept of a marketing system at the center of macromarketing puts in context much if not all of the concepts, ideas, and research that have been part of macromarketing for the past thirty or more years and provides a bridge to the wealth of relevant studies now being undertaken in many related fields.

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Taking into account all stakeholders and their interrelationships helps firms to better understand how to deal with complex value exchange.
“Taking into account all stakeholders and their interrelationships helps firms to better understand how to deal with complex value exchange (Bhattacharya and Korschun 2008;Frow and Payne 2011;Layton 2007).”
From Stakeholder marketing: theoretical foundations and required capabilities (2015) · cites this paper as Layton 2007

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Authors: Layton, R. A.
Affiliations: UNSW Sydney (AU)
Corresponding author: Layton, Roger A.
Venue: Journal of Macromarketing
Publisher: SAGE Publications
Published: 2007-09
Volume: 27
Issue: 3
Pages: 227-242
ISSN: 0276-1467 (ISSN-L)
1552-6534
DOI: 10.1177/0276146707302836
OpenAlex: W2057424099
Cited by: 411
References: 118
Citations by year: 2026: 33 · 2025: 14 · 2024: 18 · 2023: 25 · 2022: 22 · 2021: 25 · 2020: 50 · 2019: 33 · 2018: 25 · 2017: 27 · 2016: 25 · 2015: 18 · 2014: 21 · 2013: 15 · 2012: 12
FWCI: 36.60
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Macromarketing (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Social Sciences › Decision Sciences › Information Systems and Management › Business and Management Studies
Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Management and Marketing Education
Keywords: marketing systems, macromarketing

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Marketing Systems—A Core Macromarketing Concept

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