Systems Thinking and Process Dynamics for Marketing Systems: Technologies and Applications for Decision Management

Systems Thinking and Process Dynamics for Marketing Systems: Technologies and Applications for Decision Management

Dr. Rajagopal (Monterrey Institute of Technology and Higher Education ITESM, Mexico)
Indexed In: SCOPUS
Release Date: April, 2012|Copyright: © 2012 |Pages: 345
ISBN13: 9781466609693|ISBN10: 1466609699|EISBN13: 9781466609709|DOI: 10.4018/978-1-4666-0969-3


Increased competition in the global marketplace has created enormous pressure on system implementation, particularly in the field of marketing.

Systems Thinking and Process Dynamics for Marketing Systems: Technologies and Applications for Decision Management describes a holistic approach to monitoring, evaluating, and applying appropriate marketing strategies, and understanding the competition and its future implication on the business of a company. As complexities multiply, the scientific concept of systems thinking and analyzing process dynamics explained in this publication allows marketing firms succeed. The critical issues facing firms today are presented in a thoroughly modern context, laying the foundation for a bright future.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Efficiency Of Managerial Communications
  • Market Penetration Strategies
  • New Business Philosophy
  • Operational Factors
  • Organizational Learning Process
  • Portfolio Management
  • Process Competency Measurement
  • Process Dynamics
  • Strategic Fit Of Marketing Policies
  • Systems Thinking

Reviews and Testimonials

The businessmen, managers, and leaders of today need not only skills to act in efficiently but also to master the thinking process associated with business decisions. This book contains new examples from a variety of real-world applications. In my view the systems thinking is a necessary reading for anyone hoping to run a successful company, community, or country. Learning how to think in systems is now part of change-agent management.

– Erdener Kaynak, The Pennsylvania State University at Harrisburg

Table of Contents and List of Contributors

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Marketing is a major functional stream in business management and needs an approach of systems thinking to maintain operational synergy amidst growing competition as a result of globalization. The area of systems thinking and process dynamics is new for marketing managers and so also challenging. Systems thinking in the market development and management divulge manager’s active engagement in the monitoring, evaluation, and control of the various activities through stage-gate process and portfolio approaches. A network process perspective on the marketing management describes process dynamics in developing and implementing competitive strategies in a firm. Thus, a good knowledge of systems thinking and process dynamics in a marketing organization would help driving a sustainable growth. This perspective of systems thinking and process dynamics also explains how competitive strategies actually consist of myriad interdependent actions, negotiations, and micro-decisions in the effort to create strong networks and portfolio management. System thinking in marketing is an innovative perspective and a set of conceptual tools that enables the reader to understand competitive and complex business situations.  

System thinking and process dynamics attempt to portray the performance-measurement system in marketing activities in a lucid way which has been an obscure issue for managers. A sound measurement system of various marketing operations in a firm improves decision-making scenario by focusing on aspects of the market competition and core competencies of a firm to create organizational value and provide a valid and systematic justification for strategies implemented by the managers. System thinking is a managerial process of introspection of organizational culture in modulating the contemporary strategy development, while process dynamics is a scientific approach to learn and penetrate into complex business situations. There is an increasing interest among multinational companies to consider marketing operations to reengineer with precision the decision making competencies by introducing systems thinking and process dynamics concepts. In addition, marketing education has now been considered as a science and not merely a strategic learning for manager.  

Management learning is a process of new ways of thinking, realizing, and living with organizations. Marketing is a core function in business management not reduced to just a strategic tool for managers in a company. Innovative ideas have poured in building marketing strategies since long and in the era of globalization with manifold competition among companies, it needs to be reengineered. Systems thinking and process dynamics concepts have emerged as a new stream of applications in mending conventional strategy development approach in marketing area.  This is a holistic approach of monitoring, evaluation, and application process of appropriate marketing strategies, understanding the competition, and its future implication on the business of a company. The emphasis of discussion is on the process of bringing systems into being, beginning with the identification of a need and extending through requirements determination, functional analysis and allocation, design synthesis, evaluation, and validation, operation and support, phase-out, and disposal. By employing the iterative process of analysis, evaluation, feedback, and modification, most systems in existence can be improved in their affordability, effectiveness, and stakeholder satisfaction. During the process of business improvement, firms encounter with various gaps in reference to functional efficiency and customer value generation. The critical issues pertaining to gaps in the functional efficiency have been addressed in this book, referring to the P-Factor  coordination for acquiring enhanced customer-retailer-technology triad power to gain competitive advantage.

This book focuses on thinking strategically about measurement, providing essential principles for developing and implementing a performance-measurement in a marketing firm. This book also introduces activity based dynamic modeling and analysis for architecting marketing strategies and policy applications.  The strength of this book appears in describing the scientific concept of systems thinking and analyzing process dynamics for a marketing firms to win in complex situations. The arguments on new thinking and applications are supported with the best practices driving to lead in the market. The discussion in the book are woven around new business philosophy, organizational learning process, internal and external strategic fit of marketing policies of a company, process competency and its measurement,  market penetration strategies,  and efficiency of managerial communications. Discussions in each chapter are woven around the critical problems that are faced by the companies in developing and implementing technology driven retailing strategies and supported by managerial implications. The book discusses the trend of shifting retailing strategy using contemporary technology and customer centric marketing approaches to optimize benefit in the growing competitive business environment adapting new technology.  There is not enough work done on these new concepts in reference to success in marketing operations amidst growing competitive pressures.  This book would be useful to the working managers and researchers in acquiring new concepts and applied insights.

The discussion in this book demonstrates how marketing managers need to develop strategies to enhance the performance of a firm, analyzing numerous operational factors. The theoretical discussions in the book on systems thinking and process dynamics in marketing are supported with the best practices followed by many companies worldwide. Successfully achieving market leadership by a firm requires little intervention for decision makers on portfolio management and decisions making.

This book has emerged as a result of several brainstorming sessions with peer researchers on convergence of technology and business. Such discussions led to develop new concepts on systems thinking in marketing in reference to marketing-mix strategies, seasonality, and measuring customer value. Initially, I worked out a research agenda on orchestration of marketing strategies and published some working papers based on conceptual frameworks. Some of the research papers on systems thinking in reference to marketing management were also submitted to the international conferences that received high response.  Such refined work has been presented in this book endorsed with applied illustrations and updated research on product management. 

Author(s)/Editor(s) Biography

Dr. Rajagopal is Professor of Marketing at Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Fellow of the Royal Society for Encouragement of Arts, Manufacturing and Commerce, London. He is also Fellow of the Chartered Management Institute, and Fellow of Institute of Operations Management, United Kingdom. He has been listed with biography in various international directories including Who’s Who in the World since 2008, and 2000 Outstanding Intellectual of the 21st Century published in 2009 by International Biographical Center, Cambridge UK. He offers courses on Competitor Analysis, Marketing Strategy, Advance Selling Systems, International Marketing, Services Marketing, New Product Development, and other subjects of contemporary interest to the students of undergraduate, graduate, and doctoral programs. Dr. Rajagopal holds Post-graduate and Doctoral degrees in Economics and Marketing from Ravishankar University in India. His specialization is in the fields of marketing management, rural economic linkages, and development economics. He has to his credit 34 books on marketing management and rural development themes and over 400 research contributions that include published research papers in national and international refereed journals. He is Editor-in-Chief of International Journal of Leisure and Tourism Marketing, International Journal of Business Competition and Growth, and International Journal of Built Environment and Asset Management. He is also member of editorial board of various journals of international repute. He has imparted training to senior executives and has conducted 55 management development programs. His research contributions have been recognized by the Government of Mexico, and he has been awarded the status of National Researcher (SNI-level II) since 2004.