The debate as to whether marketing is a science, or perhaps a social science, is of long standing. It has however been put to one side by the need to respond to the growing needs of marketing managers. It is now timely to think again about marketing, re-framing it in a systems setting, and linking it to the increasing urgency of informed policy responses to system wide, often global issues. A change like this will take time but if marketing is to remain relevant we need to start now.
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