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From the perspective of the original systems thinking, the existing conceptualisations of marketing systems seem to be inadequate. The author reviews a number of marketing systems conceptualisations and develops an alternative framework for investigating meanings in marketing systems. The interpretive study of the hybrid car marketing system demonstrates that this system represents the complex locus of meaning flows. This investigation sets an alternative foundation for re-defining the fundamental problems of macromarketing. The analysis should be especially useful to macromarketers, market system designers, and public policy makers.

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Djavlonbek Kadirov, PhD: Studied Marketing at the University of Waikato. Lecturer at the Eastern Institute of Technology, Hawke´s Bay, New Zealand

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