A Theory of Marketing: Outline of a Social Systems Perspective

Lüdicke, Marius; Giesler, Prof. Dr. Markus

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.

Details

Published by: Deutscher Universitätsverlag

Publication Date: 2006-04-12

Format: Paperback

ISBN-13: 9783835003040

DOI: 10.1007/978-3-8350-9131-3

Dimensions: 210cm x148cm

Pages: 191