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Volume : II, Issue : X, November - 2012 SYSTEMIC PERSPECTIVE TO MARKETING FOR AIDING OVERALL COMPETITIVENESS IN DYNAMIC BUSINESS ENVIRONMENT KUMAR SHALENDER AND NRIPENDRA SINGH DOI : 10.9780/22307850, Published By : Laxmi Book Publication Abstract : The purpose of the study is to revisit the concept of marketing from system
perspective in the backdrop of increased environmental dynamism. System view, with its
holistic and diversified characteristic helps to bring in more agility and completeness in
overall marketing efforts of the firmby effectively coordinating and efficiently
integrating the efforts ofvarious contributing elements of marketing. With the insights
based on extensive literature review of system and marketing, paper conceptualizes the
framework for marketing from system perspective and concludes with the benefits
associated with this holistic approach through the help of real world examples. Keywords : Article : Cite This Article : KUMAR SHALENDER AND NRIPENDRA SINGH, (2012). SYSTEMIC PERSPECTIVE TO MARKETING FOR AIDING OVERALL COMPETITIVENESS IN DYNAMIC BUSINESS ENVIRONMENT. Indian Streams Research Journal, Vol. II, Issue. X, DOI : 10.9780/22307850, http://oldisrj.lbp.world/UploadedData/1632.pdf References : - Ackoff, R. L., 1981, Creating the Corporate Future, New York: Wiley
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