Roger A. Layton and marketing systems theory

Roger Layton’s systems view of marketing may be traced back to the early years of the School of Marketing at the University of New South Wales. In this article I describe what it was like in the early years, some of the key developments that took place and the impact Roger Layton had on my own and others thinking about marketing. I then discuss later development of marketing systems thinking and research at UNSW and Roger’s central role in this.