A Theory of Marketing : Outline of a Social Systems Perspective /
By: L�dicke, Marius K [author.1].
Contributor(s): SpringerLink (Online service)0.
Material type:
BookWiesbaden : DUV, 2006. Description: XV, 191 p. online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9783835091313.Subject(s): Business. 0 | Marketing.14 | Business and Management.24 | Marketing.2DDC classification: 658.8 Online resources: Click here to access online | Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| PK Kelkar Library, IIT Kanpur | Available | EBK5803 |
Theory -- Critique -- Methods -- Marketing as a Social System -- Discussion -- Conclusions.
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. 0
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