A Theory of Marketing: Outline of a Social Systems Perspective - Softcover

Lüdicke, Marius

Softcover

ISBN 10: 3835003046 ISBN 13: 9783835003040

Verlag: Deutscher Universitätsverlag, 2006

Über diesen Titel

Reseña del editor:

Marius Lüdicke documents and explains the largely abandoned scholarly ambition to develop a general theory of marketing. Drawing on Luhmannian social systems theory the author proposes a fundamentally different comprehensive concept of marketing that fulfills foundational scholarly and managerial requirements in an unprecedented way.

Contraportada:

Marketing has become one of the most influential forces in contemporary market economies. Yet despite ubiquitous empirical presence, uncountable textbook definitions, and sixty years of scholarly work, a coherent sociological understanding of this powerful concept is still amiss.

Drawing on Luhmannian social systems theory, historical analysis, and four qualitative studies, the author theorizes on the marketing function as a self-contained system of communications. It is argued that marketing systems prosper within a host organization if and as long as they successfully influence observers' preferences towards particular brands. On these conceptual foundations a comprehensive brand- and communication-centered theory is developed that fulfills Alderson', Cox' and Bartels' foundational requirements for a general theory of marketing in an unprecedented way.

Über diese Auflage

• Verlag: Deutscher Universitätsverlag
• Erscheinungsdatum: 2006
• ISBN 10: 3835003046
• ISBN 13: 9783835003040
• Einband: Tapa blanda
• Anzahl der Seiten: 208