The use of organisms as a parallel to enable better understandingof organisations has been used infrequently in marketing. The organismicmetaphor is brought to the attention of the marketing community. Thepower of the metaphor is established by making physical and functionalparallels between organisms and organisations. Different types oforganisations can be viewed as species and some discussion is made aboutthe usefulness of Darwins Theory of Natural Selection. The importanceof Marketing Information Systems MIS is viewed in terms of providingsensory information about the external and internal environment. Theexistence of systems in nature which can be likened toinformationgathering systems in business suggests anatural need for marketing information systems.
Logistics Information Management – Emerald Publishing
Published: Mar 1, 1991
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