Editing Market system (section)

=== 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.