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Decision Equity by Piyush Kumar

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A Systems Approach to Marketing Decisions

A systems approach views organizations as unified entities comprising interconnected parts that “hang together” and continually affect each other across time. With a correct approach, these parts can be orchestrated to operate toward a common goal. However, if the relationship of these parts to the overall system is not fully realized, they can work at cross-purposes and hinder the achievement of the organization’s goals. Therefore, effective decision making requires a universal acknowledgment of the larger system, and recognition that few marketing problems are likely to be fully located within its functional silo. More often than not, the scope of the problem and the solutions domain are likely to spread ...

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