Developing Responsive Marketing System Concept: Applying System Dynamics Approach
Marketing policies and strategies have long term effects on firm’s financial indicators. Measuring these long term effects is somehow difficult and it could be important from managers’ viewpoint as well. Up to now a lot of researches have been done to disclose these effects but the previous studies have limitation in demonstration of these long-term effects. In this paper, the authors applied system dynamics for developing a dynamic marketing system and analyzing different marketing policies and strategies on firm’s financial measurements.