Editing Market system (section)

== Marketing System ==
Marketing System is a consistent pattern of provisioning relationships in society that exists between members of society including individuals, firms, communities and institutions. While [[marketing]], in the sense of firm's micro marketing activities, can be the same across contexts, cultures, and nations, a marketing system is a unique market structure pertaining to a specific context (e.g. agricultural marketing systems in Africa). Marketing system is a differentiated subset of [[social system]].<ref>{{Cite book|title=Marketing systems. An introductory analysis ...|last=Fisk|first=George|date=1967|publisher=Harper & Row|oclc=490954665}}</ref> Marketing system is a general term that represents how different patterns of the flows of goods/services from producers to consumers are culturally (uniquely) organised, whereas terms such as market system (a market based economic system of the West), [[horizontal marketing system]] (cooperation between two firms at the same level), and [[digital marketing system]] (a specific type of centralised channel distribution) represent its context-specific variations. Marketing systems are mostly researched within the discipline of [[macromarketing]].

=== Definition ===
The notion of "aggregated marketing system" signifies all marketing practices at the societal level. Roger Layton defines a marketing system as "a network of individuals, groups and/or entities, embedded in a social matrix, linked directly or indirectly through sequential or shared participation in economic exchange, which jointly and/or collectively creates economic value with and for customers, through the offer of assortments of goods, services, experiences and ideas, that emerge in response to or anticipation of customer demand".<ref>{{Cite journal|last=Layton|first=Roger A.|date=2007|title=Marketing Systems—A Core Macromarketing Concept|journal=Journal of Macromarketing|volume=27|issue=3|pages=227–242|doi=10.1177/0276146707302836|s2cid=154423994 |issn=0276-1467}}</ref><ref>{{Cite journal|last=Layton|first=Roger A.|date=2011|title=Towards a theory of marketing systems|journal=European Journal of Marketing|volume=45|issue=1/2|pages=259–276|doi=10.1108/03090561111095694|issn=0309-0566}}</ref> Marketing systems can be rudimentary or complex, emergent or purposefully designed, spatio-temporal or virtual; these can also be aggregate, parallel, symbolic,<ref name=":0">{{Cite journal|last1=Kadirov|first1=Djavlonbek|last2=Varey|first2=Richard J.|date=2011|title=Symbolism in Marketing Systems|journal=Journal of Macromarketing|volume=31|issue=2|pages=160–171|doi=10.1177/0276146710393519|s2cid=145811104 |issn=0276-1467|url=https://figshare.com/articles/journal_contribution/12786704}}</ref> dignity-based<ref>{{Cite journal|last1=Jagadale|first1=Sujit Raghunathrao|last2=Kadirov|first2=Djavlonbek|last3=Chakraborty|first3=Debojyoti|date=2017|title=Tackling the Subaltern Quandary|journal=Journal of Macromarketing|volume=38|issue=1|pages=91–111|doi=10.1177/0276146717740680|issn=0276-1467|doi-access=free}}</ref> and chrematistics-driven.<ref>{{Cite journal|last1=Kadirov|first1=Djavlonbek|last2=Varey|first2=Richard J.|last3=Wolfenden|first3=Sally|date=2016|title=Investigating Chrematistics in Marketing Systems|journal=Journal of Macromarketing|volume=36|issue=1|pages=54–67|doi=10.1177/0276146715608500|s2cid=156343336 |issn=0276-1467}}</ref> From the societal perspective, a marketing system represents a public good which can have value over and beyond goods/services it generates.

=== MAS theory ===
MAS (mechanism, action, structure) theory of marketing systems proposed by Layton<ref>{{Cite journal|last=Layton|first=Roger A.|date=2015|title=Formation, Growth, and Adaptive Change in Marketing Systems|journal=Journal of Macromarketing|volume=35|issue=3|pages=302–319|doi=10.1177/0276146714550314|s2cid=143031740 |issn=0276-1467}}</ref> focuses on social mechanisms, strategic action fields, and emergent marketing system structure to explicate potential sources and causes of marketing system's formation, adaptation, and evolution. Social mechanisms include cooperation, specialisation, and self-organisation, while strategic action fields comprise the action and practices of marketing system actors in their specific roles. Layton argues that marketing systems emerge as localised exchanges grow in scope and become stabilised while specialisation expands, and in addition, as key structures become formalised.

=== MSPG theory ===
MSPG (marketing systems as a public good) theory conceptualises a marketing system as a purposefully designed structure that resembles a "public good" in its features.<ref>{{Cite journal|last=Kadirov|first=Djavlonbek|date=2018|title=Towards a Theory of Marketing Systems as the Public Good|journal=Journal of Macromarketing|volume=38|issue=3|pages=278–297|doi=10.1177/0276146718767949|s2cid=158895599 |issn=0276-1467|url=https://figshare.com/articles/journal_contribution/12786647|doi-access=free}}</ref> According to this theory, the holistic design of a marketing system as a public good enables its structural elements (e.g. goods, value, exchanges and processes) to become meaningful. Hence, purposeful design precedes emergence.

=== Symbolism in Marketing Systems ===
Marketing systems are strongly driven by symbolism.<ref name=":0" />