{"product_id":"9783835003040","title":"A Theory of Marketing: Outline of a Social Systems Perspective","description":"\u003ch1\u003eA Theory of Marketing: Outline of a Social Systems Perspective\u003c\/h1\u003e \u003ch2\u003eLüdicke, Marius; Giesler, Prof. Dr. Markus\u003c\/h2\u003e \u003cp\u003eMarketing 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. \u003cbr\u003e\n\u003cbr\u003e\nDrawing 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.\u003cbr\u003e\n\u003cbr\u003e\u003c\/p\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Deutscher Universitätsverlag\u003c\/p\u003e \u003cp\u003ePublication Date: 2006-04-12\u003c\/p\u003e \u003cp\u003eFormat: Paperback\u003c\/p\u003e \u003cp\u003eISBN-13: 9783835003040\u003c\/p\u003e \u003cp\u003eDOI: 10.1007\/978-3-8350-9131-3\u003c\/p\u003e \u003cp\u003eDimensions: 210cm x148cm\u003c\/p\u003e \u003cp\u003ePages: 191\u003c\/p\u003e ","brand":"Deutscher Universitätsverlag","offers":[{"title":"Default Title","offer_id":47388830892172,"sku":"9783835003040","price":49.49,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783835003040.jpg?v=1775759819","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9783835003040","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}