The functional and systems approaches to the study of marketing offer two alternative means of understanding the discipline. Do these approaches contradict or complement each other, or do they have no relationship at all? This article provides (1) a fresh look at the functional approach, (2) a review of a general systems approach, and (3) a framework to show their relationship and synthesize the two views of marketing.
* À área X atribui-se uma cota em cruzeiros para propaganda e promoção duas vêzes maior do que à área Y, pois a área X produz duas vêzes mais vendas que Y.Também neste caso, a distribuição de verbas parece ser justificada pelos resultados. Mas será mesmo? Necessário se
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