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FUNDAMENTALS OF MARKETING
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Bell (1966) discusses marketing’s debt to systems theory, in particular to cybernetics, ‘the
science of control and communication in the animal and in the machine’, first developed
by Norbert Wiener. This focuses attention on marketing as part of a social system. Generally,
the approach used in this text is managerialist, focused on the perspective of the firm rather
than that of the customer. Both firms and customers are considered in relation to the
environment in which they seek to survive. The view is that firms can best survive when
they seek to ensure the survival and satisfaction of the customers on whom they depend.
This approach enables the following concepts to be explored:
The role played by marketing in helping firms control and successfully adapt to the
environment by means of a focus on customer needs. Customer orientation plays a
key role in the satisfaction of organizational goals, usually profit.
The behaviour of firms when competition is intense and survival is the goal. A focus
on competitors including the destruction of a competitor may best ensure the continued
existence of the organism (Bell, 1966: 65).
The role of marketing in its wider social and environmental cont
1st Edition
0–203–03078–8
NONE
FUNDAMENTALS OF MARKETING
Management
English
Routledge
2007
USA
1-505
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