MSPG theory MSPG (marketing systems as a public good) theory conceptualises a marketing system as a purposefully designed structure that resembles a "public good" in its features. According to this theory, the holistic design of a marketing system as a public good enables its structural elements (e.g. goods, value, exchanges and processes) to become meaningful. Hence, purposeful design precedes emergence.
MSPG theory MSPG (marketing systems as a public good) theory conceptualises a marketing system as a purposefully designed structure that resembles a "public good" in its features According to this theory the holistic design of a marketing system as a public good enables its structural elements (eg goods value exchanges and processes) to become meaningful Hence purposeful design precedes emergence