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Symbolism in marketing systems

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journal contribution
posted on 11.08.2020 by Djavlonbek Kadirov, RJ Varey
The article explores the different aspects of the symbolism of marketing systems. The authors argue that marketing systems maintain distinctive symbolic structures in addition to their functional/operational structures; the environment is an inherent part of the system rather than being outside the system; and symbolic unfolding, that is, the process through which emerging systems address the symbolic controversies of existing systems, underlies the formation of new marketing subsystems. Two implications for macromarketing research are drawn (1) improving the standards of living via making product assortments (that are also symbolic) available to consumers in fact is an unending quest of addressing acute societal problems and contradictions and (2) the design of marketing systems is likely to fail if the symbolic character of a system under development is not taken into account. © The Author(s) 2011.

History

Preferred citation

Kadirov, D. & Varey, R. J. (2011). Symbolism in marketing systems. Journal of Macromarketing, 31(2), 160-171. https://doi.org/10.1177/0276146710393519

Journal title

Journal of Macromarketing

Volume

31

Issue

2

Publication date

01/06/2011

Pagination

160-171

Publisher

SAGE Publications

Publication status

Published

Online publication date

26/12/2010

ISSN

0276-1467

eISSN

1552-6534

Language

en

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