A Theory of Marketing Outline of a Social Systems Perspective /
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 Luhmanni...
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
Wiesbaden :
Deutscher Universitätsverlag : Imprint: Deutscher Universitätsverlag,
2006.
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| Edition: | 1st ed. 2006. |
| Subjects: | |
| Online Access: | https://doi.org/10.1007/978-3-8350-9131-3 |
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| Summary: | 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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| Physical Description: | XV, 191 p. online resource. |
| ISBN: | 9783835091313 |