Andere Kunden interessierten sich auch für
![User-Oriented Appropriateness]( "User-Oriented Appropriateness")
User-Oriented Appropriateness37,99 €![Myths of Branding]( "Myths of Branding")
Myths of Branding9,99 €![Marketing 2.0]( "Marketing 2.0")
Marketing 2.037,99 €![Marketing strategies of Chinese companies]( "Marketing strategies of Chinese companies")
Marketing strategies of Chinese companies28,00 €![Research Methodology in Marketing]( "Research Methodology in Marketing")
Research Methodology in Marketing103,99 €![Transnational Marketing and Transnational Consumers]( "Transnational Marketing and Transnational Consumers")
Transnational Marketing and Transnational Consumers37,99 €
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.
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.
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.