Excerpt from Lecture Notes Relating to a Systems Approach to Marketing
These lecture notes have been prepared to provide a brief introduction to what we describe as a "systems approach" to marketing decision making. This document summarizing work which we have been doing In attesting to develop a quantitative, systematic way of defining, analyzing, and solving marketing problems is a synopsis of basic ideas presented in A. E. Anstutz M. I. T. Doctoral Dissertation, A System Approach to Marketing. These notes have been prepared to describe the scope of this activity and to provide selected examples of system structure and macro and micro representations of behavior.
Our primary objective might be restated as: to develop a quantitative, systems approach to the definition, analysis, and solution of management problems in the marketing area. The sub-goals associated with this major objective night be summarized as follows:
1. Develop a framework within which salient attributes of a general business environment or specific marketing situations can be delineated.
2. Define a series of elements common to a broad range of management problems to serve as the focus of systematic analysis.
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