Wow! eBook
A Theory of Marketing: Outline of a Social Systems Perspective 2006th Edition
Author(s): Marius Lüdicke (Author), Prof. Dr. Markus Giesler (Foreword)
- Publisher: Deutscher Universitätsverlag
- Publication Date: 12 April 2006
- Edition: 2006th
- Language: English
- Print length: 206 pages
- ISBN-10: 3835003046
- ISBN-13: 9783835003040
Book Description
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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From the Back Cover
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.
