Marius Lüdicke

A Theory of Marketing (eBook, PDF)

Outline of a Social Systems Perspective

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Deutscher Universitätsverlag
• Seitenzahl: 191
• Erscheinungstermin: 6. November 2007
• Englisch
• ISBN-13: 9783835091313
• Artikelnr.: 37400243

Autorenporträt

Dr. Marius Lüdicke promovierte bei Prof. Dr. Beat F. Schmid am Institut für Medien- und Kommunikationsmanagement an der Universität St. Gallen.

Inhaltsangabe

Theory.- Critique.- Methods.- Marketing as a Social System.- Discussion.- Conclusions.