haku: @author Louvieris, P. / yhteensä: 3
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| Tekijä: | Driver, J. Louvieris, P. |
| Otsikko: | POSIT-ively soft systems methodology for marketing |
| Lehti: | European Journal of Marketing
1998 : Vol. 32:5/6, p.419-440 |
| Asiasana: | marketing soft systems methodology |
| Kieli: | eng |
| Tiivistelmä: | The nature, scope, status and methodology of marketing has enduring interest.This tendency to debate the bedrock features of the discipline is not confined only to marketing. A reasonable close parallel to marketing is found in operations research which is another applied discipline. Noteworthy is the distinction between those who believe that the essence of the discipline lie in optimisation of hard systems - supported by measurement, mathematical techniques and the development of the model of the whole system and those who believe that it is in the incremental improvements of soft systems. The association between marketing and soft systems methodology (SSM) has not been explicitly made in the literature. This paper discusses the interconnection between the two. The approach adopted is to connect SSM with POSIT which can be described as an evolving classificatory structure designed to provide a description and analytical framework for and within the subject area of marketing. |
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