The Hendry system

Date of publication: June 1, 1975

Author: Martin K. Starr

Abstract:

The Hendry system represents a total systems approach to the analysis of the marketplace. It is based on the existence of fundamental properties of consumer preferences and competitive market structures. The paper devotes a section to each of these topics. It then relates, in the third section, the interaction of marketing strategies with the properties of the marketplace previously described. Sales and profits are used as multiple criteria of managerial performance.

Martin K. Starr

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