Marketing Systems

Marketing, as a provisioning system for private and public offerings, is a means of influencing our behaviours. Macromarkers use non-linear causality to understand the interacting patterns of behaviours, choices and values over time in a systems context, the betterment of the individual and society.

Specifically, systems social marketing and macro-social marketing examine the structural and behavioral dynamics in a system to leverage change. Group modelling building, causal loop diagrams and qualitative system mapping are important tools in the investigate the systems dynamics at work for policy makers, organizations and social macromarketers.

Key Readings

  1. Yara Almosa, Joy Parkinson, and Sharyn Rundle-Thiele. Littering reduction: a systematic review of research 1995–2015. Social Marketing Quarterly, 23(3):203–222, 2017. URL:, arXiv:, doi:10.1177/1524500417697654.

  2. Claes Andersson and Petter Törnberg. Wickedness and the anatomy of complexity. Futures, 95:118 – 138, 2018. URL:, doi:

  3. Dmitry Brychkov and Christine Domegan. Social marketing and systems science: past, present and future. Journal of Social Marketing, 7(1):74–93, 2017.

  4. Roger A. Layton. Marketing systems—a core macromarketing concept. Journal of Macromarketing, 27(3):227–242, 2007. URL:, arXiv:, doi:10.1177/0276146707302836.

  5. Roger A. Layton. Formation, growth, and adaptive change in marketing systems. Journal of Macromarketing, 35(3):302–319, 2015. URL:, arXiv:, doi:10.1177/0276146714550314.

  6. Mark Peterson. In this issue. Journal of Macromarketing, 37(4):345–346, 2017. URL:, arXiv:, doi:10.1177/0276146717735464.