A Theory of Marketing
Outline of a Social Systems Perspective. Diss. Vorw. v. Markus Giesler
(Sprache: Englisch)
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...
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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.
Klappentext zu „A Theory of Marketing “
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.
Inhaltsverzeichnis zu „A Theory of Marketing “
Theory: Marketing, Branding, SociologyCritique: Exchange, Change
Methods
Marketing as a Social SystemImplications
Autoren-Porträt von Marius K. Lüdicke
Dr. Marius Lüdicke promovierte bei Prof. Dr. Beat F. Schmid am Institut für Medien- und Kommunikationsmanagement an der Universität St. Gallen.
Bibliographische Angaben
- Autor: Marius K. Lüdicke
- 2006, 191 Seiten, Maße: 14,7 x 21,3 cm, Kartoniert (TB), Englisch
- Verlag: Deutscher Universitätsverlag
- ISBN-10: 3835003046
- ISBN-13: 9783835003040
- Erscheinungsdatum: 12.04.2006
Sprache:
Englisch
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